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Influence des recommandations d'internautes: le role de la presence sociale et de l'expertise

Author

Listed:
  • Caroline Ardelet

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • 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, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

L'objectif est de comparer le pouvoir d'influence des recommandations d'internautes et des contenus institutionnels sur Internet. Nous montrons que les internautes sont plus influents que les sources institutionnelles lorsqu'ils semblent proches psy-chologiquement. Pour les recommandations en ligne, la présence sociale est un plus fort levier de persuasion que l'expertise

Suggested Citation

  • Caroline Ardelet & Bérangère Brial, 2011. "Influence des recommandations d'internautes: le role de la presence sociale et de l'expertise," Post-Print hal-01258971, HAL.
    • Handle: RePEc:hal:journl:hal-01258971
    DOI: 10.1177/076737011102600303
    Note: View the original document on HAL open archive server: https://hal.science/hal-01258971v1
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    References listed on IDEAS

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    Cited by:

    1. André Le Roux & Thomas Stenger & Marinette Thébault, 2016. "Typologie Et Cartographie Des Medias Sociaux Sous L'Angle Des Usages Et Des Comportements De Consommateur," Post-Print halshs-02530203, HAL.
    2. Grégory Bressolles & A. Vignolles & Catherine Viot, 2015. "La présence sociale : quels effets sur la personnalité, la réputation et la confiance envers le site web ?," Post-Print hal-01991235, HAL.

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