How Consumers Persuade Each Other: Rhetorical Strategies of Interpersonal Influence in Online Communities

How Consumers Persuade Each Other: Rhetorical Strategies of Interpersonal Influence in Online Communities

Persuasive messages are central to interpersonal influence in online communities, where consumers interact mainly through text. We employed a combination of netnography and computer-mediated discourse analysis to investigate how consumers exchange information related to products and brands in an onl...

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Bibliographic Details
Main Authors: Daiane Scaraboto, Carlos Alberto Vargas Rossi, Diego Costa
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2012-07-01
Series:BAR: Brazilian Administration Review
Subjects:
consumer decision
interpersonal influence
online communities.
Online Access:http://www.anpad.org.br/periodicos/arq_pdf/a_1328.pdf

Internet

http://www.anpad.org.br/periodicos/arq_pdf/a_1328.pdf

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