Third-Person Effect and Social Networking: Implications for Online Marketing and Word-of-Mouth Communication

Few studies have explored the direct influence of social networking websites related to behaviors. â€Å"One of the most important capabilities of the internet relative to previous mass communication technologies is its bidirectionality. Through the internet, not only can organizations reach audiences of unprecedented scale at a low cost, but also for the first time in human history, individuals can make their personal thoughts, reactions, and opinions easily accessible worldwide. Best known so far as a technology for building trust and fostering cooperation in online marketplaces, such as eBay, these mechanisms are poised to have a much wider impact on organizations. Their growing popularity has potentially important implications for a wide range of management activities such as brand building, customer acquisition and retention, product development, and quality assurance. † This article explains about online marketing and I’m going to incorporate this piece of informa tion into my paper. Few studies have explored the direct influence of social networking websites related to behaviors. â€Å"One of the most important capabilities of the internet relative to previous mass communication technologies is its bidirectionality. Through the internet, not only can organizations reach audiences of unprecedented scale at a low cost, but also for the first time in human history, individuals can make their personal thoughts, reactions, and opinions easily accessible worldwide. Best known so far as a technology for building trust and fostering cooperation in online marketplaces, such as eBay, these mechanisms are poised to have a much wider impact on organizations. Their growing popularity has potentially important implications for a wide range of management activities such as brand building, customer acquisition and retention, product development, and quality assurance. † This article explains about online marketing and I’m going to incorporate this piece of informa tion into my paper.