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On the Influence of Web Users' Opinions: the Role of Social Presence and Expertise.

Academic research

On the Influence of Web Users' Opinions: the Role of Social Presence and Expertise

Caroline Ardelet

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.

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Details of the publication

Publisher:
Recherche et Applications en Marketing