The DOI matches its Crossref record.
Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth
Abstract
SUMMARY This paper reports a preliminary investigation into interpersonal communication and personal influence on the Internet. It addresses the potential need to reformulate current thinking about what comprises interpersonal communication to address its specific use in an interactive electronic environment. We look particularly at one of the most potent forms of interpersonal communication–word-of-mouth (WOM)–and offer a typology for examining online WOM. A review of current online activities uncovers ways in which both consumers and businesses are using WOM, which represent tactics heretofore unavailable via traditional media. Findings suggest the need to expand our view of interpersonal communication and personal influence to include special cases of online sources and online WOM.
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“In a sponsored blogging context, consumers will prefer products endorsed or referred by a blogger with expertise because they perceive the message as more persuasive and credible (Kiecker and Cowles 2002; Zhu and Tan 2007).”
From Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns (2019) · cites this paper as Kiecker and Cowles 2002
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Cited by
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Hughes, C., Swaminathan, V., & Brooks, G. (2019) · Journal of Marketing · doi:10.1177/0022242919854374 · Cited by 789
Luo, Q., & Zhong, D. (2015) · Tourism Management · doi:10.1016/j.tourman.2014.07.007 · Cited by 374
Metadata
- Authors
- Kiecker, P., & Cowles, D.
- Affiliations
- Virginia Commonwealth University (US)
- Venue
- Journal of Euromarketing
- Publisher
- IMDA Press
- Published
- 2002-11-20
- Volume
- 11
- Issue
- 2
- Pages
- 71-88
- ISSN
- 1049-6483 (ISSN-L)
- 1528-6967
- OpenAlex
- W1963549000
- Cited by
- 192
- References
- 0
- Citations by year
- 2026: 1 · 2025: 2 · 2024: 14 · 2023: 12 · 2022: 11 · 2021: 12 · 2020: 12 · 2019: 9 · 2018: 10 · 2017: 17 · 2016: 12 · 2015: 11 · 2014: 19 · 2013: 12 · 2012: 9
- FWCI
- 0.00
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Euromarketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Communication › Media and Digital Communication
- Keywords
- interpersonal communication, personal influence, electronic word of mouth, online communication, consumer behavior
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