The Persuasive Power of Online Social Presence

When choosing destinations on TripAdvisor or books on Goodreads, consumers read reviews to make decisions. Using four experiments, we show that perceptions of social presence in online reviews increase recommendation acceptance, even when a non-favored item is recommended, because social presence generates an imaginary social interaction that elevates attitudes towards reviewers.


Rahi Hosseini, Maria Galli, and Ana Valenzuela (2019) ,"The Persuasive Power of Online Social Presence", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 123-128.


Rahi Hosseini, Pompeu Fabra University, Spain
Maria Galli, ESADE Business School, Spain
Ana Valenzuela, Baruch College, USA


NA - Advances in Consumer Research Volume 47 | 2019

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