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

Shintaro Okazaki

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

INTRODUCTION

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,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands