Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions

The internet stands apart from other media in enabling its “users” to interact. From this perspective, the internet will always be, at its core, a tool for interpersonal communication.

Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions

Cate RiegnerMedia-Screen, LLC

INTRODUCTION

The internet stands apart from other media in enabling its "users" to interact. From this perspective, the internet will always be, at its core, a tool for interpersonal communication. Even the tagging, posting and sharing of popular videos on YouTube are fundamentally community-related pursuits. Facilitated by countless blogs, forums, chat rooms, and social networking sites, we now live in a 24-hour rolling, emotive, media world where we can satisfy our indelible need to feel a part...

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