Promoting Low-Code Development: The Elaboration Likelihood Perspective

Organizations race to adopt digital technologies to create value and induce positive changes for customers, employees, and related stakeholders. However, the shortage of software developers, the challenge of recruiting qualified technical professionals, and the emergent need for quick turnaround results and value delivery have driven organizations to leverage non-technical professionals using low-code/no-code development (LCD). To effectively motivate workforce participation in LCD, this study proposes that organizations should tailor the promotional messages of LCD to users with varying abilities and innovativeness to increase acceptance and engagement based on the elaboration likelihood model (ELM). The research methodology and plan are discussed. The study's empirical results will potentially help organizations develop persuasive messages based on LCD platform features and peripheral cues to affect non-technical professionals' attitudes toward LCD and adoption intentions.