Influence of the recommendations of internet users : the role of social presence and expertise
Résumé
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.
Domaines
Gestion et management
Origine : Fichiers produits par l'(les) auteur(s)
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