Persuasion and Dissuasion via Social Networking Sites: The Influence of Word-of-Mouth on Consumer Activism
- 576 Downloads
Social media has changed firms’ approach to business dynamics and consumer behavior. Consumer perception of products, services, brands, and firms are continuously being influenced by a bombardment of data and information being shared via social networking sites (SNSs). Consumer behavior is potentially swayed by the content and tone of the word-of-mouth occurring via social media; in fact, brand loyalty can be effectually persuaded, whilst consumption can be dissuaded. That said, could such ongoing communication influence consumer behavior towards the engagement of consumer activism? It is clear that SNSs are an exceedingly powerful channel of information that users as well as current and potential consumers have grown to trust. Further, they have gradually become a preferred source for information. Therefore, the objective of this study is to analyze the influence of social media word-of-mouth on persuasion and dissuasion of consumer behavior regarding firms’ business dynamics.
- Aslam, S. (2017, August 12). Twitter by the numbers: Stats, demographics & fun facts. Retrieved November 15, 2017, from OMNICORE: https://www.omnicoreagency.com/twitter-statistics/.
- Berger, J., & Milkman, K. L. (2013, May). Emotion and virality: What makes online content go viral? De Gruyter Insights, 5(1), 18–23.Google Scholar
- Brenton, S., & Hacken, L. T. (2006). Ethical consumerism: Are unethical labor practices important to consumers? Journal of Research for Consumers, 11, 1–11.Google Scholar
- Buechler, S. M. (2000). Social movements in advanced capitalism: The political economy and cultural construction of social activism. New York: Oxford University Press.Google Scholar
- Dearstyne, B. W. (2007, July). Blogs! Mashups and Wikis: Oh, My! Information Management Journal, 41, (4), 24–33.Google Scholar
- Dong-Hun, L. (2010, October). Korean consumer & society: Growing popularity of social media and business strategy. SERI Quarterly, 3(4), 112–1179.Google Scholar
- Edosomwan, S., Sitalaskshmi, K. P., Kouame, D., Watson, J., & Seymour, T. (2011, July). The history of social media and its impact on business. Journal of Applied Management and Entrepreneurship, 16(3), 79–91.Google Scholar
- Facebook. (2017, June 30). Stats. Retrieved November 17, 2017, from Newsroom. Company Info: https://newsroom.fb.com/company-info/.
- Gilbert, E. (2009). Predicting tie strength with social media. CHI ‘09 Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 211–220). Boston.Google Scholar
- Glickman, L. B. (2009). A history of consumer activism in America. Chicago: University of Chicago Press.Google Scholar
- Godes, D., Mayzlin, D., Chen, Y., Das, S., Dellarocas, C., Pfeiffer, B., et al. (2005). The firm’s management of social interactions. Marketing Letters, 16(3-4), 415–428.Google Scholar
- Greenwood, S., Perrin, A., & Duggan, M. (2016, November 11). Social media update. Retrieved November 15, 2017, from Pew Research Center: http://www.pewinternet.org/2016/11/11/social-media-update-2016/pi_2016-11-11_social-media-update_0-01/.
- Guerini, M., Strapparava, C., & Özbal, G. (2011). Exploring text virality in social networks. Fifth International AAAI Conference on Weblogs and Social Media (pp. 506–509). Barcelona: ICWSM.Google Scholar
- Hansen, L. K., Arvidsson, A., Nielsen, F. A., Colleoni, E., & Etter, M. (2011). Good friends, bad news – Affect and virality in Twitter. In J. J. Park (Ed.), Future information technology. Communications in computer and information science (pp. 34–43). Berlin: Springer.Google Scholar
- Hilton, M. (2009). Prosperity for all: Consumer activism in an era of globalization. Ithaca: Cornell University Press.Google Scholar
- Kaplan, S. (2014, September 9). #WhyIStayed: She saw herself in Ray Rice’s wife, Janay, and tweeted about it. So did thousands of others. Retrieved November 15, 2017, from The Washington Post: https://www.washingtonpost.com/news/morning-mix/wp/2014/09/09/whyistayed-she-saw-herself-in-ray-rices-wife-janay-and-tweeted-about-it-so-did-thousands-of-others/?utm_term=.c3e218a0c1d8.
- Keen, A. (2007). The cult of the amateur: How today’s Internet is killing our culture and assaulting our economy. London: Nicholas Brealey Publishing.Google Scholar
- Köksal, Y., & Özdemir, Ş. (2013). Bir İletişim Aracı Olarak Sosyal Medya’nın Tutundurma Karması İçerisindeki Yeri Üzerine Bir İnceleme. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18(1), 323–337.Google Scholar
- Lee, H., Park, H., & Kim, J. (2013, September). Why do people share their context information on Social Network Services? A qualitative study and an experimental study on users’ behavior of balancing perceived benefit and risk. International Journal of Human-Computer Studies, 71(9), 862–877.CrossRefGoogle Scholar
- Lin, C., Wu, Y.-S., & Chen, J.-C. V. (2013). Electronic word of mouth: The moderating roles of product involvement and brand image. Proceedings of 2013 International Conference on Technology Innovation and Industrial Management (pp. S3-29-S3-47). Phuket, Thailand: TIIM.Google Scholar
- Mourao, R. R., Yoo, J., Geise, S., Araiza, J. A., Kilgo, D. K., & Chen, V. Y. (2015). Online news, social media, and European Union attitudes: A multidimensional analysis. International Journal of Communication, 9, 3199–3222.Google Scholar
- Özdemir, G., & Sarı, Ö. (2014). Turist Destinasyonlarına Dönük Sosyal Medya Söylentileri Üzerine Bir Durum Çalışması. İstanbul Ticaret Üniversitesi Sosyal Bilimleri Dergisi, 13(25), 289–299.Google Scholar
- Perrin, A. (2015, October 8). Social media usage: 2005–2015 65% of adults now use social networking sites-a nearly tenfold jump in the past decade. Retrieved November 15, 2017, from Pew Research Center: http://www.pewinternet.org/2015/10/08/2015/Social-Networking-Usage-2005-2015/.
- Petri, A. (2014, September 9). #WhyIStayed, Digiorno, and other corporate disasters. Retrieved November 15, 2017, from The Washington Post: https://www.washingtonpost.com/blogs/compost/wp/2014/09/09/whyistayed-digiorno-and-other-corporate-disasters/?utm_term=.010da7f64100.
- Qualman, E. (2011). Socialnomics: How social media transforms the way we live and do business. Hoboken, NJ: John Wiley & Sons, Inc.Google Scholar
- Saavedra, J. L., Linero Sotillo, O. R., & Gutiérrez León, R. (2011). Community Manager y la marca como estrategia organizacional en las redes sociales online. REDHECS, 10(6), 168–181.Google Scholar
- Singh, T. P., & Sinha, R. (2017, January–March). The impact of social media on business growth and performance in India. International Journal of Research in Management & Business Studies, 4(1), 36–40.Google Scholar
- Slee, C. (2011, October). The impact of social media on corporate reputation. VISTAS: Education. Economy and Community, 1(2), 62–71.Google Scholar
- Solomon, M., Russell-Bennett, R., & Previte, J. (2013). Consumer behaviour. Buying, having, being. Frenchs Forest: Pearson.Google Scholar
- Stauss, B. (1997). Global word of mouth. Marketing Management, 6(3), 1–28.Google Scholar
- Wattles, J. (2015, July 24). Dunkin’ CEO: $15 minimum wage is ‘outrageous’. Retrieved November 15, 2017, from CNN Money: http://money.cnn.com/2015/07/23/news/dunkin-ceo-minimum-wage/index.html.