Sharing Secrets With Strangers on Social Media: By Sharing Secrests, Can You Make Your Word-Of-Mouth More Persuasive?

This research examines the influence of sharing an intimate self-disclosure (a deep level of personal information involving risk and vulnerability) on a blogger’s ability to persuade others. We find that the effectiveness of sharing intimate self-disclosure as a persuasive tactic depends on the blogger’s relationship (communal versus exchange) with the audience.



Citation:

Soyean (Julia) Kim, Barbara Bickart, Frederic Brunel, and Seema Pai (2013) ,"Sharing Secrets With Strangers on Social Media: By Sharing Secrests, Can You Make Your Word-Of-Mouth More Persuasive?", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 295-296.

Authors

Soyean (Julia) Kim, Boston University, USA
Barbara Bickart, Boston University, USA
Frederic Brunel, Boston University, USA
Seema Pai, Boston University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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