Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Is Facebook actually making communication about products and brands more interesting?

29.07.2013
Communication channels such as Facebook may be leading consumers to discuss more interesting products, according to a new study in the Journal of Consumer Research.

"Whereas oral communication tends to be instantaneous (one person says something and then another responds almost immediately), written conversations tend to have longer gaps (consumers respond to e-mails, texts, or Facebook messages hours or days later).

Rather than saying whatever comes to mind, consumers can take the time to think about what to say or edit their communication until it is polished," write authors Jonah Berger and Raghuram Iyengar (both Wharton School of the University of Pennsylvania).

New technologies have dramatically changed how we communicate. Instead of talking face-to-face or over the phone, consumers can now e-mail, text, tweet, or message back and forth on Facebook.

In one study, asking consumers to communicate via written rather than oral communication (or merely asking consumers to pause before speaking) led them to talk about more interesting products and brands. The authors also analyzed data from tens of thousands of conversations and found that more interesting products and brands (Apple) are discussed more than mundane products (Windex) in online communication.

Written communication gives consumers more time to construct and refine what they say. As a result, consumers mention more interesting products and brands (Google Glass rather than Colgate toothpaste) compared to oral communication.

"Consumers have a natural tendency to talk about things that make them look good. But selecting the right thing to say requires time. In oral communication, consumers talk about whatever is top-of-mind (the weather), but written communication gives them the opportunity to select more interesting things to say," the authors conclude.

Jonah Berger and Raghuram Iyengar. "Communication Channels and Word of Mouth: How the Medium Shapes the Message." Journal of Consumer Research: October 2013. For more information, contact Jonah Berger (jberger@wharton.upenn.edu) or visit http://ejcr.org/.

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

More articles from Studies and Analyses:

nachricht Do microplastics harbour additional risks by colonization with harmful bacteria?
05.04.2018 | Leibniz-Institut für Ostseeforschung Warnemünde

nachricht Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: BAM@Hannover Messe: innovative 3D printing method for space flight

At the Hannover Messe 2018, the Bundesanstalt für Materialforschung und-prüfung (BAM) will show how, in the future, astronauts could produce their own tools or spare parts in zero gravity using 3D printing. This will reduce, weight and transport costs for space missions. Visitors can experience the innovative additive manufacturing process live at the fair.

Powder-based additive manufacturing in zero gravity is the name of the project in which a component is produced by applying metallic powder layers and then...

Im Focus: Molecules Brilliantly Illuminated

Physicists at the Laboratory for Attosecond Physics, which is jointly run by Ludwig-Maximilians-Universität and the Max Planck Institute of Quantum Optics, have developed a high-power laser system that generates ultrashort pulses of light covering a large share of the mid-infrared spectrum. The researchers envisage a wide range of applications for the technology – in the early diagnosis of cancer, for instance.

Molecules are the building blocks of life. Like all other organisms, we are made of them. They control our biorhythm, and they can also reflect our state of...

Im Focus: Spider silk key to new bone-fixing composite

University of Connecticut researchers have created a biodegradable composite made of silk fibers that can be used to repair broken load-bearing bones without the complications sometimes presented by other materials.

Repairing major load-bearing bones such as those in the leg can be a long and uncomfortable process.

Im Focus: Writing and deleting magnets with lasers

Study published in the journal ACS Applied Materials & Interfaces is the outcome of an international effort that included teams from Dresden and Berlin in Germany, and the US.

Scientists at the Helmholtz-Zentrum Dresden-Rossendorf (HZDR) together with colleagues from the Helmholtz-Zentrum Berlin (HZB) and the University of Virginia...

Im Focus: Gamma-ray flashes from plasma filaments

Novel highly efficient and brilliant gamma-ray source: Based on model calculations, physicists of the Max PIanck Institute for Nuclear Physics in Heidelberg propose a novel method for an efficient high-brilliance gamma-ray source. A giant collimated gamma-ray pulse is generated from the interaction of a dense ultra-relativistic electron beam with a thin solid conductor. Energetic gamma-rays are copiously produced as the electron beam splits into filaments while propagating across the conductor. The resulting gamma-ray energy and flux enable novel experiments in nuclear and fundamental physics.

The typical wavelength of light interacting with an object of the microcosm scales with the size of this object. For atoms, this ranges from visible light to...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

Unique scope of UV LED technologies and applications presented in Berlin: ICULTA-2018

12.04.2018 | Event News

IWOLIA: A conference bringing together German Industrie 4.0 and French Industrie du Futur

09.04.2018 | Event News

 
Latest News

Quantum Technology for Advanced Imaging – QUILT

24.04.2018 | Information Technology

AWI researchers measure a record concentration of microplastic in arctic sea ice

24.04.2018 | Earth Sciences

Complete skin regeneration system of fish unraveled

24.04.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>