Look Who's Talking! Technology-Supported Impression Formation in Virtual Communities

Claire Dambrin, HEC School of Management, Paris
Kristine de Valck, HEC School of Management, Paris
The growing availability of consumer-generated information on the Internet about products, services, and companies has increased market transparency. Power is shifting from producers to consumers who share their knowledge, experiences, and opinions. However, this abundance of readily available information also comes at a cost. How do you distinguish an expert from a fraud? Who is credible and trustworthy, and who isn’t? In this paper, we investigate how consumers form impressions of senders in the context of word-of-web recommendations within virtual consumer communities. Specifically, we focus on the role of the technological interface. 
[ to cite ]:
Claire Dambrin and Kristine de Valck (2007) ,"Look Who's Talking! Technology-Supported Impression Formation in Virtual Communities", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 450-453.