Motivation to decision: A serially mediating effect of SWOM seeking, consultant source, information truthfulness, and source closeness in the Elaboration Likelihood Model lens

The study exploits the Elaboration Likelihood Model (ELM) theory to investigate how the active job search motivation (AJSM) impact on job decision making on both central and peripheral route processing in the context of social media and Gen-Z. It also examines two serially mediating peripheral routes in the presence of social word of mouth seeking (SWOMS) seeking, Consultant Source (CS), Information Truthfulness (IT), and Source Closeness (SC). We conducted a cross-sectional survey using a purposive sampling design. A pre-validated scale was used, and n = 368 valid responses were collected. Composite confirmatory SEM, path analysis, and serial mediation were performed using ADANCO 2.4. The study indicated that central route of ELM is less dominated in social media and online job search behavior, as job seekers rely more on socially embedded and interactive information cues. The study extends the ELM to social media active job search of Gen Z, revealing that job decisions are shaped more by peripheral cues than rational evaluation. Uniquely, it models two serial mediation pathways, showing how trust, credibility, and emotional proximity drive job decision-making. The study offers a new framework for understanding the role of social media in job search behavior.