Persuasion and dissuasion via social networking sites: The influence of word-of-mouth on consumer activism

Abstract

Today, more than ever, consumers have access to a vast amount of data and information regarding most anything. Internet access is the key to the world of information and social media the key to a boundless platform for both firms and consumers to have their voices heard. The Internet lets people around the world expand their real life network to a virtual one (Lee and Lee 2010); this is quite visible with the social connections and interactions that are possible via social media. The very existence of the latter has proven to be a game changer when it comes to consumer behavior, particularly within consumers’ process of purchase decision making.