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Keith S. Coulter and Anne Roggeveen

Management Research Review, 2012, vol. 35, issue 9, 878-899

Abstract: Purpose - The purpose of this paper is to investigate how source, network, relationship, and message/content factors affect how consumers respond to a word‐of‐mouth (WOM) communication in an online social network. Design/methodology/approach - Hypotheses were addressed using two online surveys. The first of these examined persuasive WOM communications on Facebook, the second investigated WOM communication on Twitter. Findings - It was found that closeness to the source of a persuasive communication may have less of an impact on message acceptance in online social networks compared to traditional WOM. The number of persons in a product network, as well as whether those members of a product network are also members of one's friend network, are important factors that determine message acceptance. Originality/value - The paper demonstrates differences between online versus traditional WOM, and has important implications for marketing practitioners.

Keywords: Consumer behaviour; Social media; Internet; Social networking sites; Online social networks; Word‐of‐mouth; Facebook; Twitter (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:mrrpps:v:35:y:2012:i:9:p:878-899

DOI: 10.1108/01409171211256587

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