Social influence model and electronic word-of-mouth: PC versus mobile internet

Compared with laptop or desktop computers, mobile devices offer greater flexibility in time and space, thus enabling consumers to be connected online more continually.

Social influence model and electronic word of mouth: PC versus mobile internet

Shintaro OkazakiUniversidad Autónoma de Madrid


Information derived from non-commercial sources is sometimes more powerful than that from impersonal media sources in persuading consumers. A McKinsey & Company study found that 67% of sales of consumer goods are based on personal information sources (Taylor 2003). This person-to-person information exchange, or word of mouth (WOM), has often been particularly influential in consumer decision making, and has received considerable attention in marketing. WOM can be broadly defined as 'all informal communications directed at other consumers about the ownership, usage,...

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