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#Share by Caroline K. Muñoz, Natalie T. Wood

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CHAPTER 7

Social Influence: The Power of Persuasion

Do you remember the famous line from the 1989 movie Field of Dreams, starring Kevin Costner? “If you build it, he will come.” Many companies have, in the past, and some continue to do so today, assume that social media is a field of dreams—build a social presence and consumers will connect with your company. Unfortunately, that is not the case. Simply having a social presence is not enough. To have overall success in social media and encourage social word of mouth (sWOM), your company needs to apply the powers of persuasion.

One of the best-known and respected scholars on the topic of persuasion, Dr. Robert Cialdini, offers six principles of social influence that can also be applied to social ...

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