Increased use of online communication in everyday life presents a growing need to understand how people are influenced by others in such settings. In this study, online comments established social norms that directly influenced readers' expressions of prejudice both consciously and unconsciously. Participants read an online article and were then exposed to antiprejudiced or prejudiced comments allegedly posted by other users. Results revealed that exposure to prejudiced (relative to antiprejudiced) comments influenced respondents to post more prejudiced comments themselves. In addition, these effects generalized to participants' unconscious and conscious attitudes toward the target group once offline. These findings suggest that simple exposure to social information can impact our attitudes and behavior, suggesting potential avenues for social change in online environments.

“Leave Your Comment Below”: Can Biased Online Comments Influence Our Own Prejudicial Attitudes and Behaviors?

Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan

This study investigates how particular motivations are associated with different eWOM message characteristics. This is examined from the sender's perspective in both positive and negative eWOM cont...

The relationship between electronic word-of-mouth motivations and message characteristics: The sender’s perspective

Purpose – The objective of this study is to investigate how consumers are influenced in their intention to buy after having access – within social media – to persuasive messages sent out by digital opinion leaders. Design/methodology/approach – Data collection carried out via survey and data analysis carried out with the use of structural equation modeling. Findings – Digital opinion leaders capable of generating persuasive messages can change the attitudes of followers and make them accept the information provided, influencing their intention to buy evaluated products. Originality/value – The results show that it was possible to verify the direct and positive relationship between the persuasiveness of a message and the acceptance of the information contained in this message, while also indicating a significant relationship between the persuasiveness of the message and attitude change in relation to the purchase of goods evaluated by it. This highlights the relevance of these digital opinion leaders to the definition of marketing strategies by companies.

/pdf/efeitos-das-recomendacoes-de-lideres-de-opiniao-em-midias-3kkudgua4z.pdf

Efeitos das recomendações de líderes de opinião em mídias sociais sobre a intenção de compra de seus seguidores

Students' reflections on the value of an entrepreneurship education

A comparison of the learning effectiveness of live cases and classroom projects

Online opinion networks are areas for social exchange, or conversational networks, made up of individuals actively involved in sharing experiences and opinions concerning matters of mutual interest between consumers or concerning their experience with a given product or service. We pinpoint a gap in the literature regarding how the persuasion process occurs when individuals seek opinions online, including the results process. In an attempt to find an answer, we draw on traditional theories related to information processing. These are mostly taken from the field of psychology and enable us to identify which signals or aspects of communication or opinions the individuals focus their attention on (message and source) and the value attached to such communications as well as how much they impact individuals' purchase decisions, bearing in mind the medium (or online opinion network) in which the opinions are located. Findings from those interviewed support the idea that the quality of information on th...

The Persuasion Context and Results in Online Opinion Seeking: Effects of Message and Source—The Moderating Role of Network Managers

https://dialnet.unirioja.es/descarga/articulo/2163020.pdf

El papel moderador del tipo de consumidor en el proceso de generación de compromiso

This paper aims to examine whether order and scale of market entry influence a new product's market and financial performance, and how marketing and R&D resources strengthen or weaken these effects. Through a mail survey, data were collected on a sample of 136 product launches by Spanish manufacturing firms. A moderated hierarchical regression analysis enabled the assessment of the relevance of order and scale as well as their interactions with marketing and R&D resources to explain a product's competitive position. Moreover, a mediation analysis allowed us to determine whether market entry strategy (indirectly) affects financial performance. The analyses show that pioneering firms and those entering the market with a full-scale launch achieve advantages in terms of competitive position, and that this variable mediates the relationship of order and scale with profitability. The empirical results also reveal that such advantages are conditioned by the availability of marketing and R&D resources. The decisions regarding order and scale of market entry are contingent. Managers involved in the planning of a new product launch should be knowledgeable about their firm's resources and capabilities before determining when and how to enter the market. Many papers study the effects of order-of-entry on market share, but other dimensions of a new product launch strategy, such as scale, have largely been ignored. The research examines the effects of both variables on competitive position and profitability. This is also one of the first studies that explores the moderating effect exerted by resources and capabilities in the launch strategy-performance relationship.

Order and Scale of Market Entry, Firm Resources, and Performance

Resumen es: En los ultimos tiempos, ha surgido un nuevo consumidor mejor informado y con mayor capacidad para influir en sus iguales. Aproximadamente tres de cada cu...

/pdf/en-busca-de-los-evangelizadores-digitales-por-que-las-2rl96tz6c7.pdf

En busca de los evangelizadores digitales: por qué las empresas deben identificar y cuidar a los usuarios más activos de los espacios de opiniones online

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