TITLE:
Research Trends in the Elaboration Likelihood Model: A Bibliometric and Visual Analysis (2015-2024)
AUTHORS:
Ye Chen, Aini Azeqa Ma’rof, Haslinda Abdullah, Hanina Halimatusaadiah Hamsan
KEYWORDS:
Elaboration Likelihood Model, Visual Analysis, Bibliometric
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.14 No.9,
September
21,
2026
ABSTRACT: The elaboration likelihood model explains the mechanisms by which individuals process persuasive information and subsequently alter their attitudes or behaviors. This theory has been extensively applied in research across various fields. This study examines the current status and research trends of the elaboration likelihood model over the past decade. This study used 808 research papers regarding the elaboration likelihood model published between 2015 and 2024, sourced from the Core Collection of the Web of Science database. CiteSpace visual analysis software was used to sort and summarise the collected data for the number of publications, country/region, and author collaboration, keyword co-occurrence, and burst analysis, reference co-citation, and timeline view studies were used to explain the hotspots and research trends in the applied research domain of the elaboration likelihood model. The findings indicate an overall upward trend in ELM-related publications through 2023. The United States has the highest number of publications. Australia, Spain, and South Korea maintain strong collaborations with other countries. Research by scholars on elaboration likelihood models has focused on online information persuasion, particularly in website design and user-generated content, such as online reviews and electronic word-of-mouth, with an emphasis on developing models to address practical issues. Future research trends focus on social media, websites, and online persuasion, with an emphasis on examining business behaviour. This study presents a bibliometric review of the literature on elaboration likelihood models from the past decade, offering valuable insights for future research and practice.