Friends Or Non-Friends? How Do Wom Senders' Relations Backfire Message Persuasiveness

Yu-Jen Chen, Lingnan University, Hong Kong
Amna Kirmani, University of Maryland, USA
We examine the impact of perceived relation among multiple WOM senders on persuasiveness of message simultaneously transmitted by them. We suggest that when the relationship closeness is low (non-friends), compared to high (friends), message is more persuasive because of high perceived credibility.
[ to cite ]:
Yu-Jen Chen and Amna Kirmani (2014) ,"Friends Or Non-Friends? How Do Wom Senders' Relations Backfire Message Persuasiveness", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 776-776.