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Influencers vs the power of the crowd: A research about social influence on digital era

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  • Sandra Tobon
  • Jesús García-Madariaga

Abstract

Opinion leader recommendations (OL’ eWOM) and Online Consumer Reviews (OCR) are the two most important ways to know about new brands on the Internet. This research analyzed which source provides more credible information: OL' eWOM or OCR. A sample of 146 university students was randomly divided into three groups (OL, OCR, Control Group) in an online experiment field. A Nonparametric Analysis of Variance (N par Test) with the Omnibus Kruskal-Wallis Test was conducted between groups with OL' eWOM, OCR, and CG. The results evidenced that OCRs are a more useful source of information than OL’ eWOM and when the consumer shopping experience was included, this influence is even stronger. As more online shopping experience a consumer has, the less they are influenced by OLs.

Suggested Citation

  • Sandra Tobon & Jesús García-Madariaga, 2021. "Influencers vs the power of the crowd: A research about social influence on digital era," Estudios Gerenciales, Universidad Icesi, vol. 37(161), pages 601-609, October.
    • Handle: RePEc:col:000129:019693
    DOI: 10.18046/j.estger.2021.161.4498
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    References listed on IDEAS

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    2. Martin, Jillian & Mortimer, Gary & Andrews, Lynda, 2015. "Re-examining online customer experience to include purchase frequency and perceived risk," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 81-95.
    3. Hinz, Oliver & Skiera, Bernd & Barrot, Christian & Becker, Jan, 2011. "Seeding Strategies for Viral Marketing: An Empirical Comparison," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 56543, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    4. Antoine Loeper & Jakub Steiner & Colin Stewart, 2014. "Influential Opinion Leaders," Economic Journal, Royal Economic Society, vol. 124(581), pages 1147-1167, December.
    5. Moldovan, Sarit & Muller, Eitan & Richter, Yossi & Yom-Tov, Elad, 2017. "Opinion leadership in small groups," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 536-552.
    6. Gupta, Pranjal & Harris, Judy, 2010. "How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1041-1049, September.
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    Cited by:

    1. Hasan Beyari & Hatem Garamoun, 2024. "The Impact of Online Word of Mouth (e-WOM) on End-User Purchasing Intentions: A Study on e-WOM Channels’ Effects on the Saudi Hospitality Market," Sustainability, MDPI, vol. 16(8), pages 1-17, April.

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    More about this item

    Keywords

    opinion leader recommendations; online consumer reviews; social influence; experimental design; online shopping experience;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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