The e-learning persuasion through gamification: an elaboration likelihood model perspective

The e-learning persuasion through gamification: an elaboration likelihood model perspective

The e-learning persuasion through gamification: an elaboration likelihood model perspective

Nirma Sadamali Jayawardena

Abstract

“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).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.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”.

Reference

Jayawardena, N. S. (2020). The e-learning persuasion through gamification: an elaboration likelihood model perspective. Young Consumers. https://www.emerald.com/insight/content/doi/10.1108/YC-08-2020-1201/full/html

Keywords

E-learning, gamification, conceptual model