Influence of the recommendations of internet users: the role of social presence and expertise

Caroline Ardelet () and Bérangère Brial ()
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Caroline Ardelet: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Bérangère Brial: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: The aim is to compare the influencing power of internet users' recommendations and institutional content on the internet. We show that internet users are more influential than institutional sources when they seem psychologically close. For online recommendations, social presence is a stronger lever of persuasion than expertise.

Keywords: Consumer opinion; blog; expertise; internet; social media; social presence (search for similar items in EconPapers)
Date: 2012-05-15
Note: View the original document on HAL open archive server: https://hal.science/hal-01264116v1
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Published in 2012 Academy of Marketing Science Annual Conference, Academy of Marketing Science, May 2012, New Orleans, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01264116

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