Purpose: To investigate the effects of online reviews on consumer purchase intention considering the moderating role of product involvement and consumer expertise. Methodology: To reach our goal in this paper, we conduct a descriptive study in a deductive way. This is quantitative research in which the relationship between online reviews and consumer buying behavior will be tested. The research strategy of the study is an online survey. The sample size is 200 respondents considering confidence level 95% and confidence interval 7. Data editor IBM SPSS is used to performing the data analysis. Findings: High-low product involvement and high-low consumer expertise have an impact on the factor of online review (quality, quantity, and credibility) significantly and it affects the purchase intention of the consumer. The study created a conceptual model, which is adapted from the ELM model that considers expertise, involvement, perceived quality, quantity credibility of online consumer review and intent to purchase. This study found that the effect of review type (quality) on the intention of purchase was stronger for both experts and novice and both high-low involvement products. Depending on the level of involvement, the quantity of review on purchase intention increases but the quantity of review on the intention to purchase did not differ under both low involvement & high expertise. Again, individuals rely on source credibility when product involvement is low. But the credibility of the review did not differ on the purchase of intention under low involvement and low expertise situation. Research implications: This study applies the ELM model to measure the cognitive factor (review factor) and motivation factor (involvement and expertise) together. This study shows consumers with different levels of involvement and expertise prefer different levels of online review factors. The marketer could classify online review information into different category lines like the attribute-based review, benefit-based review, etc. and based on the analysis, the marketer can make a different plan for a different level of consumer (expert and involved consumer). Keywords: Quality, quantity, and credibility of review, Product involvement, consumer expertise, elaboration likelihood model (ELM Model).

Baigiamojo darbo tikslas – sukurti šalutinių priemonių stiprinimo modelį VDU įtikinimo komunikacijos procese. Darbą sudaro trys pagrindinės dalys: teorinės literatūros analizė, tyrimo rezultatų analizė ir projektinio modelio sukūrimas. Teorinėje darbo dalyje analizuojama įtikinimo komunikacija, įsigilinimo tikimybės modelis, šalutinės priemonės komunikacijoje. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami tyrimo rezultatai, gauti atlikus apklausą, siekiant nustatyti šalutinių priemonių – aukštųjų mokyklų logotipų ir šaltinių patikimumo (informacijos apie aukštąsias mokyklas pateikimo atžvilgiu) – lygį. Projektinėje darbo dalyje sukurti šalutinių priemonių stiprinimo modeliai VDU įtikinėjimo komunikacijoje. / The aim of this final work is to create a model of peripheral cues strengthen in VMU persuasive communication process. The paper consists of three main parts: theoretical analysis, analysis of survey and developing a model. The theoretical part analyzes the persuasive communication, Elaboration Likelihood Model (ELM), peripheral cues in communication. The analytical part of work provides an analysis of results of the study carried out of survey. The main aim of survey was to rate the level of peripheral cues (logos of high schools and source credibility). Design work develops models of peripheral cues strengthen in VMU persuasive communication process.

As the world economies have shifted from being production-based to knowledge-based each country has to develop their technologically literate workforces to stay globally competitive. A low interest in the engineering profession among younger students has caused insufficient support for the workforce demand. Marketers must adapt their efforts to recruiting young people even before they attend college as this focused cohort tend to make career plans early. As today’s teenagers have been using digital media constantly since they grew up, they are frequently called digital natives. They perceive social networking sites, where they can communicate with friends and exchange information with people all over the world, as essential parts of their lives. This makes social networks great promotional tools, as digital natives share experiences and opinions about products and services online, creating a kind of electronic word-of-mouth, which is characterized as the future of social media marketing communications. To investigate in what ways digital natives’ absorb online marketing, the purpose of this research is to provide a better understanding of how technical high schools can address digital marketing activities to attract more students. The thesis was compiled after inquiries from the Swedish nationwide senior high school Teknikcollege, and it is conducted as a quantitative explanatory study, where primary data was collected through an online questionnaire distributed among junior high school students in Luleå and Överkalix. A total of 239 answers were collected and 182 answers were analyzed using statistical techniques. The results suggested that senior high schools should focus their online marketing efforts on visual social media channels, and that people based trust is the most important factor when using the peripheral route to persuade digital natives.

Studien syftar till att analysera equity- och debt baserad crowdfunding i förhållande till studiens primära teori om elaboration likelihood model (ELM) och hur dess variabler påverkar potentiella investerares investeringsbedömningar. Informationsasymmetri och behavioral finance har inkluderats i studien som två kompletterande delteorier. För att undersöka detta har studien avgränsats till potentiella investerare som geografiskt är bosatta i Stockholms län. Undersökningen har genomförts med hjälp av semistrukturerade intervjuer där totalt elva potentiella investerare har intervjuats. Respondenterna har baserats på ett snöbollsurval. Intervjuerna har skett genom att respondenterna tagit del av fyra scenarion som innehåller variabler kopplade till teorin om ELM. Studiens resultat påvisar att potentiella investerare bedömer samt väljer investeringsprojekt utifrån den centrala vägen i ELM teorin, som karaktäriseras av projektets kvalitet vilken är motsatsen till den perifera vägen som istället belyser elektronisk word of mouth (WoM). / The study aims to investigate how equity- and debt based crowdfunding in relation to the study’s primary theory of elaboration likelihood model (ELM) and its variables effect on potential investors’ investment decision. Information asymmetry and behavioral finance has also been included in the study as two complementary theories. To investigate this, the study has been delimited to potential investors who are geographically resident in Stockholm County. The survey has been conducted using semi-structured interviews, where a total of eleven potential investors have been interviewed based on a chain sampling. The potential investors have been presented four scenarios that contain variables linked to the theory of ELM. The study's findings show that potential investors assess and choose investment projects based on the central path of ELM theory, characterized by the quality of the project and opposite to the peripheral road that instead illuminates the electronic word of mouth (WoM).