2 documentos indexados para o autor: Albari

This study aims to analyze the role of persuasive communication effectiveness in shaping consumer perceptions of Etta Goat Milk products using the Yale Model of Communication and Persuasion framework. A quantitative approach based on the positivist paradigm was employed, involving 337 Etta Goat Milk consumers from six provinces on Java Island. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) and Importance–Performance Map Analysis (IPMA). The findings indicate that communicator credibility, message attractiveness, media suitability, message timing, and message repetition exert positive effects on persuasive communication effectiveness. Persuasive communication effectiveness was identified as a central construct influencing message acceptance and consumer perceptions. The IPMA results revealed persuasive communication effectiveness as the primary factor for enhancing consumer perceptions, whereas message repetition emerged as an aspect requiring further improvement. This study contributes to the literature by positioning persuasive communication effectiveness as an antecedent determinant of consumer perception formation and by confirming the relevance of the Yale Model of Communication and Persuasion in the marketing context of health products classified as credence goods.

This study aims to analyze the role of persuasive communication effectiveness in shaping consumer perceptions of Etta Goat Milk products using the Yale Model of Communication and Persuasion framework. A quantitative approach based on the positivist paradigm was employed, involving 337 Etta Goat Milk consumers from six provinces on Java Island. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) and Importance–Performance Map Analysis (IPMA). The findings indicate that communicator credibility, message attractiveness, media suitability, message timing, and message repetition exert positive effects on persuasive communication effectiveness. Persuasive communication effectiveness was identified as a central construct influencing message acceptance and consumer perceptions. The IPMA results revealed persuasive communication effectiveness as the primary factor for enhancing consumer perceptions, whereas message repetition emerged as an aspect requiring further improvement. This study contributes to the literature by positioning persuasive communication effectiveness as an antecedent determinant of consumer perception formation and by confirming the relevance of the Yale Model of Communication and Persuasion in the marketing context of health products classified as credence goods.