From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence

Chatterjee, Pabitra; Chollet, Barthélemy; Trendel, Olivier

doi:10.1016/j.jbusres.2017.02.012

Cited by 21 publications

(23 citation statements)

References 76 publications

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“…Similarly, it was found that the effect of provider satisfaction on positive WOM is more positive in the non-employer group. These two findings support the notion that less reactance influences satisfaction and positive WOM to a greater extent (Chatterjee et al, 2017).…”

Section: Theoretical Discussionsupporting

confidence: 84%

“…Annoyance (Kelly et al, 2017), perceptions of unfairness (White et al, 2012) and decreased service evaluations (Reinders et al, 2015) have been shown to occur when free choice or alternates are limited. Thus, leading to less positive evaluations of current consumption options (Brehm and Brehm, 1981;Chatterjee et al, 2017), and thus, lowering satisfaction (Chatterjee et al, 2017).…”

Section: Psychological Reactance Theorymentioning

confidence: 99%

See 1 more Smart Citation

Satisfaction and word-of-mouth moderated by choice: a service industry perspective

Leon

Choi

2020

JCM

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Purpose This study aims to examine how the number of choices consumers have influences provider satisfaction, plan satisfaction and positive word-of-mouth (WOM) in the health insurance industry. Design/methodology/approach Partial least squares (PLS) and structural equation modeling (SmartPLS) was used to conduct multi-group analysis to analyze the structural models. Data were collected online using Amazon mechanical turk, resulting in 425 respondents. Findings This study finds that the number of choices consumers have impacts the strength of provider and plan satisfaction and positive WOM. Also, this study finds that provider satisfaction is generally more impactful than plan satisfaction when generating positive WOM. Originality/value This study extends reactance theory, satisfaction and WOM based on choice options to the health insurance industry where credence attributes are prevalent and the analysis includes two satisfaction constructs in the structural model, whereas multiple satisfaction constructs are often overlooked.

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Section: Theoretical Discussionsupporting

confidence: 84%

Section: Psychological Reactance Theorymentioning

confidence: 99%

Satisfaction and word-of-mouth moderated by choice: a service industry perspective

Leon

Choi

2020

JCM

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“…Consequently, they acquire more knowledge and potentially have a greater capacity of monitoring their external environment and verifying valuable resources or technologies (Ahuja, 2000;Mazzola et al, 2015). As such, knowledge network centrality could help firms to be more familiar to the knowledge-processing mechanisms of the external partners, thus ultimately reducing the uncertainty and enhancing their search for high-quality partners in technology innovation (Chatterjee et al, 2017). Thus, as compared to other firms, the positive returns of external search breadth in collaboration networks will likely to be enlarged if the focal firm is located in the central position in knowledge networks.…”

Section: 31mentioning

confidence: 99%

The double-edged sword of external search in collaboration networks: embeddedness in knowledge networks as moderators

Shi

Zhang

Zheng

2019

JKM

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Purpose The purpose of this paper is to analyze the inverted U-shaped relationship between external search in the collaboration network and firm innovation outcomes. It also seeks to explore whether these curvilinear relationships are moderated by the network centrality and structural holes in the knowledge network. Design/methodology/approach In this empirical research, the authors collected a sample of patents in the smartphone industry over the period of 2000-2017. Then the authors examined the direct roles of external search breadth and depth in the collaboration network and the moderating role of network embeddedness in the knowledge network by using negative binomial regression. Findings Results found that external search in the collaboration network contributes more to firm innovation outcomes when the breadth and depth of the external search are moderate rather than high or low. Furthermore, both network centrality and structural holes in the knowledge network have positive effects on the external search breadth – innovation outcomes and external search depth – innovation outcomes relationships. Research limitations/implications The authors collected the patent data within the single industry and excluded other types of industries. This may limit the generalization of the findings. Practical implications The paper has practical implications for adopting appropriate search strategies in the collaboration network and developing a better understanding of the effect of network embeddedness in the knowledge network on firm innovation outcomes. The findings suggest future directions for technology-intensive industries to improve their innovation output. Originality/value This study adds value to open innovation literature by pointing out a curvilinear relationship (inverted U-shaped) between external search breadth/depth and innovation outcomes in collaboration networks, in contrast to studies focused on firms’ external collaboration strategies in a certain industry context. Furthermore, this study reinforces the key contingent role of embeddedness in knowledge networks. This study provides a valuable theoretical framework of innovation outcome determinants by connecting the network perspective of open innovation theory with an embeddedness view.

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“…For instance, Hwan et al (2010) find that having greater centrality leads consumers to see themselves as more important than other consumers within a social network. A consumer’s gift-giver centrality is likely to influence the entire network; the more central a consumer is in a network, the greater impact the consumer has on the behaviors of other consumers in the network (Chatterjee et al , 2017; Richards et al , 2014).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Capitalizing on the spirit of giving: seeding virtual gift purchases in online social networks

Song

Moisio

Kang

2021

EJM

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Purpose Virtual gifts have emerged as a common feature of online communities, social gaming and social networks. This paper aims to examine how network-related variables and gift-seeding impact virtual gift sales. The network variables include gift-giver centrality and gift-giving dispersion, capturing, respectively, the relative importance of gift-givers in a network and their tendency to give gifts to a greater or lesser number of network peers. Gift-seeding tactics capture social network firms’ attempts to stimulate virtual gift purchases by awarding virtual gifts to network members. Design/methodology/approach This study develops and estimates a fixed-effects panel data regression model to analyze virtual gift purchase data for a large social network service. Findings Gift-giver centrality, gift-giving dispersion and gift-seeding increase virtual gift purchases. Increases in consumers’ receipt of seed gifts from social network firms (“direct seeding”) and from other consumers (“indirect seeding”) increases virtual gift purchases. However, the extent to which consumers give seed gifts to their friends in the social network (“seed mediation”) does not affect sales. Greater gift-giver centrality amplifies (attenuates) the positive effects of direct (indirect) seeding. At greater levels of gift-giving dispersion, the effects of indirect seeding and seed mediation become negative. Furthermore, gift-seeding has spillover effects on virtual good (non-gift) purchases. Research limitations/implications This study’s data, drawn from a South Korean social network service, offer unique and valuable social network information on actual virtual gift purchases and their seeding. Future research should replicate the results of the study outside the South Korean context. Practical implications Given the effects reported in this study, social network firms can facilitate the purchases of virtual gifts by improving the targeting of consumers in social networks and gift-seeding tactics. Originality/value This study uniquely examines the individual and interactive effects of network-related variables and gift-seeding on virtual gift sales. The study is seminal in its examination of how gift-seeding can be used as a marketing tactic to increase virtual gift purchases.

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From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence

Cited by 21 publications

References 76 publications

Satisfaction and word-of-mouth moderated by choice: a service industry perspective

Satisfaction and word-of-mouth moderated by choice: a service industry perspective

The double-edged sword of external search in collaboration networks: embeddedness in knowledge networks as moderators

Capitalizing on the spirit of giving: seeding virtual gift purchases in online social networks

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