Popular choice vs friends’ recommendations – which is most influential?

There are two sources of social influence that can shape consumer purchases: Overall popularity of the product, as evidenced by indicators such as best-selling lists or online ratings, which aggregate the choices or opinions of previous buyers in the system. Popularity of the product within the buyer’s social circle. This can be evidenced by people … Continue reading Popular choice vs friends’ recommendations – which is most influential?

Christmas adverts’ buzz – How does it help brands?

There are two topics of conversation that you are sure to encounter at one point or another, during Christmas season, in the UK. One, is the likelihood of a white Christmas (spoiler alert: very unlikely!). The other is the various Christmas adverts put up by the major brands.   As I write, Allegro’s Polish grandpa … Continue reading Christmas adverts’ buzz – How does it help brands?

Twitter conversations have the credibility of friends’ recommendations and the impact of online reviews

While we tend to discuss word of mouth in terms of traditional (i.e., face to face) vs. electronic, this paper by Thorsten Hennig-Thurau, Caroline Wiertz and Fabian Feldhaus indicates that this separation is two simplistic.   The paper looks at the impact of Twitter conversations on the performance of new movies. It finds that customers … Continue reading Twitter conversations have the credibility of friends’ recommendations and the impact of online reviews

Effect of blog articles on attitude and intention to purchase

This post reports on research looking at the impact of blogs and magazine articles on consumers’ attitude towards a brand, and on their intentions to purchase. Sometimes you choose a topic to write about. Other times, though, it really feels like it is the topic that chooses you. That’s what happened this time. I was … Continue reading Effect of blog articles on attitude and intention to purchase