Abstract
AbstractThis review synthesizes the social presence literature that has been conducted in consumer psychology over the past decade. It provides a framework for understanding the impact of other buyers and salespeople on a consumer's thoughts, feelings, and behaviors. The review is structured around three types of social influence: utilitarian, value‐expressive, and informational. Examples of how recent research has explored each type of influence are provided. In addition to integrating the work that has previously been conducted, this review also highlights future research directions for advancing the field's understanding of the role and impact of a social presence on consumers.
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