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Influence of the recommendations of internet users : the role of social presence and expertise

Author

Listed:
  • Caroline Ardelet

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • Bérangère Brial

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

The aim is to compare the influencing power of internet users' recommendations and institutional content on the internet. We show that internet users are more influential than institutional sources when they seem psychologically close. For online recommendations, social presence is a stronger lever of persuasion than expertise.

Suggested Citation

  • Caroline Ardelet & Bérangère Brial, 2012. "Influence of the recommendations of internet users : the role of social presence and expertise," Post-Print hal-01264116, HAL.
    • Handle: RePEc:hal:journl:hal-01264116
    Note: View the original document on HAL open archive server: https://hal.science/hal-01264116
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