Effective Communication Strategies for Sustainable Attitude Change in International Conferences: A Qualitative Analysis Based on the Elaboration Likelihood Model (ELM), Communication Accommodation Theory (CAT), and Hofstede’s Cultural Dimensions

Sadeghi, Zahra; Soltanifar, Mohammad; Delavar, Ali

doi:10.22083/jccs.2026.559017.4133

Effective Communication Strategies for Sustainable Attitude Change in International Conferences: A Qualitative Analysis Based on the Elaboration Likelihood Model (ELM), Communication Accommodation Theory (CAT), and Hofstede’s Cultural Dimensions

Articles in Press

Document Type : Research Paper

Authors

zahra sadeghi ¹

mohammad soltanifar ²

ali delavar ³

¹ PhD Student, Department of Communication and Knowledge Science, Science and Research Branch, Islamic Azad University, Tehran, Iran (Corresponding Author)

² Professor, Department of Communication and Knowledge Science, Science and Research Branch, Islamic Azad University, Tehran, Iran

³ Distinguished Professor, Department of Research Methods and Measurement, Faculty of Social Sciences, Allameh Tabataba’i University, Tehran.

10.22083/jccs.2026.559017.4133

Abstract

Abstract

International conferences serve as important platforms for knowledge exchange, professional interaction, and the formation of new perspectives among participants. However, the specific communication mechanisms that lead to sustainable attitude change in such multicultural environments have not been sufficiently explored. This study aims to identify and explain the communication strategies that influence changes in participants’ attitudes and understanding in international conferences. The research adopts a qualitative approach using thematic analysis. Data were collected through in-depth semi-structured interviews with 14 Iranian experts who have extensive experience participating in international conferences. The analysis identified five key factors influencing attitude change: the prominent role of informal interactions, the importance of cultural adaptation in communication, the need for balance between scientific data and experiential narratives in presentations, the credibility of speakers, and the facilitating role of technical infrastructure. These findings are interpreted within the frameworks of the Elaboration Likelihood Model (ELM), Communication Accommodation Theory (CAT), and Hofstede’s cultural dimensions theory. The results suggest a three-stage process through which sustainable attitude change may occur in international conferences: first, engagement and trust-building through informal interactions; second, persuasion and message reinforcement through cultural adaptation and balanced content delivery; and finally, consolidation through speaker credibility and supportive communication infrastructure. The study provides a deeper understanding of communication dynamics in international conferences and offers a practical framework that may help organizers enhance the effectiveness of such events.

Keywords

International conferences

Sustainable attitude change

Communication strategies

Intercultural communication

Thematic analysis

Subjects