Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth

SUMMARY This paper reports a preliminary investigation into interpersonal communication and personal influence on the Internet. It addresses the potential need to reformulate current thinking about what comprises interpersonal communication to address its specific use in an interactive electronic environment. We look particularly at one of the most potent forms of interpersonal communication–word-of-mouth (WOM)–and offer a typology for examining online WOM. A review of current online activities uncovers ways in which both consumers and businesses are using WOM, which represent tactics heretofore unavailable via traditional media. Findings suggest the need to expand our view of interpersonal communication and personal influence to include special cases of online sources and online WOM.