Can consumers be persuaded on brand microblogs? An empirical study

Kem Z.K. Zhang, Stuart J. Barnes, Sesia J. Zhao, Hong Zhang
2018 Information & Management  
Highlights  This study examines whether consumers can be persuaded in brand microblogs.  We propose three persuasion factors that positively affect community commitment.  Perceived similarity and source credibility show bias effects on information quality.
doi:10.1016/j.im.2017.03.005 fatcat:l6kxzqwo4jfnrhyrf2lw564fwq