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“Like it or not”

Author

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  • Keith S. Coulter
  • Anne Roggeveen

Abstract

Purpose - The purpose of this paper is to investigate how source, network, relationship, and message/content factors affect how consumers respond to a word‐of‐mouth (WOM) communication in an online social network. Design/methodology/approach - Hypotheses were addressed using two online surveys. The first of these examined persuasive WOM communications on Facebook, the second investigated WOM communication on Twitter. Findings - It was found that closeness to the source of a persuasive communication may have less of an impact on message acceptance in online social networks compared to traditional WOM. The number of persons in a product network, as well as whether those members of a product network are also members of one's friend network, are important factors that determine message acceptance. Originality/value - The paper demonstrates differences between online versus traditional WOM, and has important implications for marketing practitioners.

Suggested Citation

  • Keith S. Coulter & Anne Roggeveen, 2012. "“Like it or not”," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 878-899, August.
    • Handle: RePEc:eme:mrrpps:v:35:y:2012:i:9:p:878-899
    DOI: 10.1108/01409171211256587
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    Citations

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    Cited by:

    1. Deepti Srivastava & Ruppal Walia Sharma, 2017. "Developing a Model for Studying the Antecedents and Effects of Word of Mouth (WoM) and e-WoM Marketing Based on Literature Review," Jindal Journal of Business Research, , vol. 6(1), pages 25-43, June.
    2. Lin, Xiaolin & Li, Yibai & Wang, Xuequn, 2017. "Social commerce research: Definition, research themes and the trends," International Journal of Information Management, Elsevier, vol. 37(3), pages 190-201.
    3. Simona VINEREAN, 2017. "Importance of Strategic Social Media Marketing," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 28-35.
    4. Das, Gopal & Spence, Mark T. & Agarwal, James, 2021. "Social selling cues: The dynamics of posting numbers viewed and bought on customers' purchase intentions," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 994-1016.
    5. Samantha Nazione & Evan K. Perrault, 2019. "An Empirical Test of Image Restoration Theory and Best Practice Suggestions Within the Context of Social Mediated Crisis Communication," Corporate Reputation Review, Palgrave Macmillan, vol. 22(4), pages 134-143, November.
    6. Angela Madan & Mihai-Ioan Roșca & Adrian Apostol, 2022. "A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 71-90, November.

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