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• W39763197 abstract "This exploratory research examined the potential for online social networks to provide the context for humans to anthropomorphize companies in a way that leads to new considerations of electronic word-of-mouth communication (eWOM); specifically, the possibility for organizations to be the initiator of the communication. Traditional models of word-of-mouth communication show individuals as the starting point for word-of-mouth communication but online social networks have created an environment in which humans may respond to organizations in social ways and engage an organization in communication previously considered to be restricted to human-to-human interaction. The impact of group status, loneliness, trust, credibility, interpersonal influence, and behavioral cues in social situations were considered as important influences in this new view of eWOM. Two exploratory surveys (Study 1), two experiments (Study 2 (Forced Like) & Study 3) and content analysis (Study 4) were the primary tools of investigation. The two exploratory surveys involved questions related to Facebook use, interaction with individuals and firms on Facebook, and questions related to the importance of brand influence. Information from the exploratory surveys was used to create appropriate experimental conditions later in the research. For example, it was determined that a fictional travel firm should create less of a confounding impact on the experiments because travel firms were perceived as having a lower level of brand influence during the exploratory surveys. The two experiments conducted in Study 2 and Study 3 were nearly identical in that both studies involved a 2x2 between subjects design with random assignment of participants to one of the four conditions. Both studies involved the independent variables of group status (in-group or out-group) and level of positive social communication (high or low). Additionally, both studies" @default.
• W39763197 created "2016-06-24" @default.
• W39763197 creator A5004317337 @default.
• W39763197 date "2013-01-01" @default.
• W39763197 modified "2023-09-27" @default.
• W39763197 title "Anthropomorphism and word-of-mouth communication in online social networks" @default.
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