How consumers persuade each other : rhetorical strategies of interpersonal influence in online communities

Detalhes bibliográficos
Autor(a) principal: Scaraboto, Daiane
Data de Publicação: 2012
Outros Autores: Rossi, Carlos Alberto Vargas, Pinto, Diego Costa
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Institucional da UFRGS
Texto Completo: http://hdl.handle.net/10183/108682
Resumo: 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.
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spelling Scaraboto, DaianeRossi, Carlos Alberto VargasPinto, Diego Costa2014-12-25T02:10:24Z20121807-7692http://hdl.handle.net/10183/108682000865594Persuasive 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.application/pdfengBAR. Brazilian Administration Review. Curitiba, PR. Vol. 9, n. 3 (July./Sept. 2012), p. 246-267Comportamento do consumidorInfluênciaInternetComunidades virtuaisConsumer decisionInterpersonal influenceOnline communitiesHow consumers persuade each other : rhetorical strategies of interpersonal influence in online communitiesinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/otherinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFRGSinstname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSORIGINAL000865594.pdf000865594.pdfTexto completo (inglês)application/pdf525537http://www.lume.ufrgs.br/bitstream/10183/108682/1/000865594.pdf34b57d9f971a205bb642aebf47e6f78bMD51TEXT000865594.pdf.txt000865594.pdf.txtExtracted Texttext/plain80473http://www.lume.ufrgs.br/bitstream/10183/108682/2/000865594.pdf.txt11beaf5d5489052fe16d31db1091be1eMD52THUMBNAIL000865594.pdf.jpg000865594.pdf.jpgGenerated Thumbnailimage/jpeg1569http://www.lume.ufrgs.br/bitstream/10183/108682/3/000865594.pdf.jpg95092dde1be4aff0256996e491d1876cMD5310183/1086822021-07-09 04:33:46.636523oai:www.lume.ufrgs.br:10183/108682Repositório de PublicaçõesPUBhttps://lume.ufrgs.br/oai/requestopendoar:2021-07-09T07:33:46Repositório Institucional da UFRGS - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.pt_BR.fl_str_mv How consumers persuade each other : rhetorical strategies of interpersonal influence in online communities
title How consumers persuade each other : rhetorical strategies of interpersonal influence in online communities
spellingShingle How consumers persuade each other : rhetorical strategies of interpersonal influence in online communities
Scaraboto, Daiane
Comportamento do consumidor
Influência
Internet
Comunidades virtuais
Consumer decision
Interpersonal influence
Online communities
title_short How consumers persuade each other : rhetorical strategies of interpersonal influence in online communities
title_full How consumers persuade each other : rhetorical strategies of interpersonal influence in online communities
title_fullStr How consumers persuade each other : rhetorical strategies of interpersonal influence in online communities
title_full_unstemmed How consumers persuade each other : rhetorical strategies of interpersonal influence in online communities
title_sort How consumers persuade each other : rhetorical strategies of interpersonal influence in online communities
author Scaraboto, Daiane
author_facet Scaraboto, Daiane
Rossi, Carlos Alberto Vargas
Pinto, Diego Costa
author_role author
author2 Rossi, Carlos Alberto Vargas
Pinto, Diego Costa
author2_role author
author
dc.contributor.author.fl_str_mv Scaraboto, Daiane
Rossi, Carlos Alberto Vargas
Pinto, Diego Costa
dc.subject.por.fl_str_mv Comportamento do consumidor
Influência
Internet
Comunidades virtuais
topic Comportamento do consumidor
Influência
Internet
Comunidades virtuais
Consumer decision
Interpersonal influence
Online communities
dc.subject.eng.fl_str_mv Consumer decision
Interpersonal influence
Online communities
description 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.
publishDate 2012
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dc.date.accessioned.fl_str_mv 2014-12-25T02:10:24Z
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dc.relation.ispartof.pt_BR.fl_str_mv BAR. Brazilian Administration Review. Curitiba, PR. Vol. 9, n. 3 (July./Sept. 2012), p. 246-267
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