On the Influence of Web Users' Opinions: the Role of Social Presence and Expertise
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.
Détails de l’édition
- Éditeur :
- Recherche et Applications en Marketing
