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ERIC Number: EJ798400
Record Type: Journal
Publication Date: 2007
Pages: 6
Abstractor: ERIC
Reference Count: 2
ISSN: ISSN-1080-5699
Understanding Persuasive Online Sales Messages from eBay Auctions
White, Barbara Jo; Clapper, Danial; Noel, Rita; Fortier, Jenny; Grabolosa, Pierre
Business Communication Quarterly, v70 n4 p482-487 2007
Online auctions are dominated by eBay, which started bringing together buyers and sellers in 1995. eBay product listings can easily be used in business communication courses to better understand online sales messages. One great advantage is that the vast majority of nearly 15 million listings a day are written and assembled by everyday consumers instead of members of the advertising community. Thus, sales messages are more varied, which can help students see the effects of different online message characteristics. In this article, the authors describe elements of eBay product listings that their research and students have examined in terms of persuasiveness. They also describe two classroom activities in which students learned important lessons about creating persuasive eBay product listings and discuss related findings about persuasiveness. They conclude with tips on how to create a persuasive online message using eBay. (Contains 1 table.)
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A