文章基本信息

标题：How Consumers Persuade Each Other: Rhetorical Strategies of Interpersonal Influence in Online Communities
本地全文：下载
作者：Daiane Scaraboto ; Carlos Alberto Vargas Rossi ; Diego Costa 等
期刊名称：BAR - Brazilian Administration Review
印刷版ISSN：1807-7692
电子版ISSN：1807-7692
出版年度：2012
卷号：9
期号：3
页码：246-267
语种：English
出版社：Associação Nacional de Pós-Graduação e Pesquisa em Administração
其他摘要：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 online community. We identified a set of rhetorical strategies used by community members, including setting expectations, claiming expertise, prescribing, and celebrating acquiescence. Consumers employ these rhetorical strategies to influence each other's consumption decisions, report consumption decisions back to the community, and to gauge their influence on each other's choices. We compare this process to traditional types of interpersonal influence and discuss how our findings contribute to advancing the burgeoning literature on interpersonal influence in online contexts.
关键词：Consumer decision; interpersonal influence; online communities