ABSTRACT
The spike in e-commerce caused by COVID-19 mandates a re-evaluation of the Elaboration Likelihood Model (ELM) vis-à-vis digital marketing communications. The experiment presented here focuses on product involvement on attitude formation and strength. A sample of 185 students was exposed to mock websites of fictitious high- and low- involvement products (a laptop and a soft drink) chosen through a free-association exercise with the involvement level measured using two independent samples of 20 and 30 students respectively. Exposure to the high involvement product website elicited a greater number of product- and website-related thoughts (central route processing) than exposure to the low involvement one (peripheral route processing). Involvement was found to influence attitude formation, but it did not affect attitude strength (measured at a later time after a single exposure). The efficacy of the measurement scales and the applicability of the ELM to the digital domain are confirmed but e-commerce marketers are advised to encourage the constantly connected 21st century consumers to regularly revisit their website to strengthen the attitudes their Marcoms have formed. Further research is required to further elucidate the changes to consumers' cognitive processes that were brought about by the COVID-19 lockdown-imposed switch to e-commerce and assess their stability. © 2022 Informa UK Limited, trading as Taylor & Francis Group.
ABSTRACT
The main purpose of this study was to create an electronic system (eEmergency system) in order to support, improve and help the procedure of handling emergency calls. An effort to reform the procedures followed for emergency call handling and Ambulance dispatch started on the Island of Cyprus since 2016;along that direction, a central call center was created. The present electronic system was designed for this call center. The main features are the support for ambulance fleet handling, the support for emergency call evaluation and triage procedure and the improvement of communication between the call center and the ambulance vehicles. The main components and the design of this system are outlined in this paper. The part of incident evaluation and ambulance handling, has been in daily practice for more than one year and since then more than 62000 calls were successfully handled and recorded with the use of this system. This system was successfully used from the beginning of the pandemic period of Covid-19. © 2020 IEEE.