Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth

Pamela L. Kiecker · Deborah L. Cowles

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Digital Marketing and Social Media Marketing and Advertising Strategies Media and Digital Communication

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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1994The Commitment-Trust Theory of Relationship Marketing 2025Advances in Consumer Research 1969The Handbook of Social Psychology 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1993Factors Affecting Trust in Market Research Relationships 1983Advances in Consumer Research 1987Social Ties and Word-of-Mouth Referral Behavior 1997ATTITUDES AND ATTITUDE CHANGE

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2019Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation 2018How citizen influencers persuade their followers 2017Social media usage, electronic word of mouth and purchase-decision involvement 2010The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis 2010Impact of online reviews of customer care experience on brand or company selection 2015eWOM persuasiveness: do eWOM platforms and product type matter?

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