Consumers communicate through a variety of different
channels. They talk face to face, chat over the phone,
and text back and forth. Further, the advent of social media
has led more and more people to communicate with others
via Facebook, Twitter, blogs, and other online channels.
But while it is clear that people communicate frequently
with others, and that such communication has important
implications for consumer behavior, less is known about
how the medium might shape the message. Does the particular
channel consumers communicate through affect what
they talk about and share, and if so, how?
Seemingly conflicting prior research findings suggest an
intriguing possibility. Intuition, as well as some prior work,