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, Costa, Diego
Tipo de documento: Artigo
Idioma: eng
Título da fonte: BAR - Brazilian Administration Review
Texto Completo: https://bar.anpad.org.br/index.php/bar/article/view/181
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 How consumers persuade each other: Rhetorical strategies of interpersonal influence in online communitiesconsumer decisioninterpersonal influenceonline communitiesPersuasive 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.ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração2012-07-02info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://bar.anpad.org.br/index.php/bar/article/view/18110.1590/S1807-76922012000300002Brazilian Administration Review; Vol. 9 No. 3 (2012): Jul/Sep - 2012; 246-2671807-7692reponame:BAR - Brazilian Administration Reviewinstname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPADenghttps://bar.anpad.org.br/index.php/bar/article/view/181/169Copyright (c) 2019 Brazilian Administration Reviewhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessScaraboto, DaianeRossi, Carlos Alberto VargasCosta, Diego2019-09-22T02:02:10Zoai:ojs3.bar.anpad.org.br:article/181Revistahttps://bar.anpad.org.br/index.php/bar/PUBhttps://bar.anpad.org.br/index.php/bar/oaibar-eic@anpad.org.br || bar@anpad.org.br1807-76921807-7692opendoar:2019-09-22T02:02:10BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false
dc.title.none.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
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
Costa, Diego
author_role author
author2 Rossi, Carlos Alberto Vargas
Costa, Diego
author2_role author
author
dc.contributor.author.fl_str_mv Scaraboto, Daiane
Rossi, Carlos Alberto Vargas
Costa, Diego
dc.subject.por.fl_str_mv consumer decision
interpersonal influence
online communities
topic 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
dc.date.none.fl_str_mv 2012-07-02
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://bar.anpad.org.br/index.php/bar/article/view/181
10.1590/S1807-76922012000300002
url https://bar.anpad.org.br/index.php/bar/article/view/181
identifier_str_mv 10.1590/S1807-76922012000300002
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://bar.anpad.org.br/index.php/bar/article/view/181/169
dc.rights.driver.fl_str_mv Copyright (c) 2019 Brazilian Administration Review
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Brazilian Administration Review
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
publisher.none.fl_str_mv ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
dc.source.none.fl_str_mv Brazilian Administration Review; Vol. 9 No. 3 (2012): Jul/Sep - 2012; 246-267
1807-7692
reponame:BAR - Brazilian Administration Review
instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
instacron:ANPAD
instname_str Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
instacron_str ANPAD
institution ANPAD
reponame_str BAR - Brazilian Administration Review
collection BAR - Brazilian Administration Review
repository.name.fl_str_mv BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
repository.mail.fl_str_mv bar-eic@anpad.org.br || bar@anpad.org.br
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