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.
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.
Soyean (Julia) Kim, Boston University, USA
Barbara Bickart, Boston University, USA
Frederic Brunel, Boston University, USA
Seema Pai, Boston University, USA
E - European Advances in Consumer Research Volume 10 | 2013
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