instant message are inherently skeptical and do not believe product claims unless a friend or family member tells them about it or they see it for themselves. However, once someone they trust recommends the product, the IMs will try it and share it with their friends and family. In terms of potential word of mouth and information-sharing opportunities
we learned that IMs are on the Internet and check mail throughout the day. For events that are important to them, lMs read their campus paper.