Impact of Anonymity and Identity Deception on Social Media eWOM

  • Payal Shrivastava KapoorEmail author
  • Srinivas Gunta
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)


Brand-related consumer to consumer communication, eWOM, is taking place in many forms across the social media space. Rules that governed credibility assessment of brand-related communication, WOM, in the Face to Face context may vary on social media, specifically because of anonymity that is afforded on different social media sites. The current study looks closely on the impact of anonymity in typical eWOM behaviour context on social media by drawing observations from a recent case in point and literature. The paper concludes with a list of relevant factors and propositions that must be tested empirically to draw greater understanding of the phenomenon.


Anonymous communication eWOM Credibility Computer-mediated communication 


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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  1. 1.FORE School of ManagementNew DelhiIndia
  2. 2.Indian Institute of ManagementIndoreIndia

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