Scaraboto, Daiane, Carlos Alberto Vargas Rossi, and Diego Costa. "How consumers persuade each other: rhetorical strategies of interpersonal influence in online communities." BAR-Brazilian Administration Review 9 (2012): 246-267.

This study explores the role of persuasive messaging in online communities, focusing on how consumers use text-based communication to influence each other's product and brand choices. Through a combination of netnography and computer-mediated discourse analysis, the research uncovers several rhetorical strategies employed by community members, such as setting expectations, claiming expertise, prescribing behaviors, and celebrating compliance. These strategies are utilized to sway consumption decisions, share decision outcomes with the community, and assess the impact of one's influence on others. The findings are contrasted with traditional forms of interpersonal influence, offering insights into the unique dynamics of persuasion in online settings and contributing to the growing body of literature on digital interpersonal influence.