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Social media has changed firms’ approach to business dynamics and consumer behavior. Consumer perception of products, services, brands, and firms are continuously being influenced by a bombardment of data and information being shared via social networking sites (SNSs). Consumer behavior is potentially swayed by the content and tone of the word-of-mouth occurring via social media; in fact, brand loyalty can be effectually persuaded, whilst consumption can be dissuaded. That said, could such ongoing communication influence consumer behavior towards the engagement of consumer activism? It is clear that SNSs are an exceedingly powerful channel of information that users as well as current and potential consumers have grown to trust. Further, they have gradually become a preferred source for information. Therefore, the objective of this study is to analyze the influence of social media word-of-mouth on persuasion and dissuasion of consumer behavior regarding firms’ business dynamics.
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- Persuasion and Dissuasion via Social Networking Sites: The Influence of Word-of-Mouth on Consumer Activism
Andree Marie López-Fernández
- Chapter 15
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