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Digital Word-Of-Mouth And The Gender Implications, Deborah H. Lester, Andrew M. Forman, Dolly D. Loyd, Tyra A. Burton

Association of Marketing Theory and Practice Proceedings 2013

Consumers can now easily access data and exchange sentiments regarding products and services on an unprecedented scale, and often in real time, through digital connections. The Internet and mobile technologies have made sharing of information and opinions among consumers easier than ever. The capacity of online participants to inspire and transform perspectives has been touted to surpass the radical potency of television when it entered the consumer’s province during the 50’s. Men and women use social media sites to learn about new products, to become smarter shoppers and to feel good about a purchase they might have already made. College …