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dc.contributor.authorJayawardena, NS
dc.date.accessioned2021-06-21T00:53:38Z
dc.date.available2021-06-21T00:53:38Z
dc.date.issued2020
dc.identifier.issn1747-3616
dc.identifier.doi10.1108/YC-08-2020-1201
dc.identifier.urihttp://hdl.handle.net/10072/404221
dc.description.abstractPurpose: The purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology theory of elaboration likelihood model (ELM). Design/methodology/approach: The author systematically reviewed several theoretical and empirical papers which applied the ELM in various settings. Based on the literature, the author identified six research prepositions which facilitate to investigate e-learning persuasion through gamification. Findings: This study contributes to the existing literature by identifying an ELM-based conceptual model which can be used to empirically investigate the e-learning persuasion using gamification elements. Accordingly, the central route persuasion could be conducted through argument quality, demographic differences and technology context facilitated through gamification elements. The peripheral route persuasion could be conducted through variables such as source credibility, social presence and message content. Practical implications: This study contributes important findings to the e-learning research by introducing a conceptual model–based on the social psychology theory of ELM. Thereby, this study introduces a method for the future researchers, to investigate the e-learning persuasion using gamification elements. Further, future researchers can use this model to investigate the e-learning persuasion through gamification in different contexts including primary, secondary and tertiary educational levels. Originality/value: To the best of the author’s knowledge, this study can be considered as the first theoretical paper which developed an ELM-based conceptual model to investigate the e-learning persuasion through gamification in education context.
dc.description.peerreviewedYes
dc.languageen
dc.publisherEmerald
dc.relation.ispartofjournalYoung Consumers
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3506
dc.titleThe e-learning persuasion through gamification: an elaboration likelihood model perspective
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationJayawardena, NS, The e-learning persuasion through gamification: an elaboration likelihood model perspective, Young Consumers, 2020
dc.date.updated2021-05-09T21:59:28Z
dc.description.versionAccepted Manuscript (AM)
gro.description.notepublicThis publication has been entered in Griffith Research Online as an advanced online version.
gro.rights.copyright© 2020 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorJayawardana, Nirma S.


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