The Effects of Interpersonal Tie Strength and Subjective Norms on Consumers' Brand-Related eWOM Referral Intentions

Yan, Shanchun; King, Karen Whitehill

doi:10.1080/15252019.2015.1016636

Cited by 70 publications

(44 citation statements)

References 54 publications

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“…Why do some advertisements receive wide-scale viewership via audience distribution, while others do not? Scholars offer different approaches to this question, one focusing on content characteristics (Brown, Bhadury, & Pope, 2010;Golan & Zaidner, 2008;Petrescu, 2014) and another examining virality attribute factors such as brand relationships (Hayes & King, 2014;Ketelaar et al, 2016;Shan & King, 2015). Porter and Golan (2006) specifically identify provocative content as contributing to advertising virality.…”

Section: What Makes Advertising Go Viral?mentioning

confidence: 99%

“…Yet advertising content, tone, and emotion cannot fully account for ad virality. Scholars point to a variety of other variables significantly related to advertising virality including brand relationship (Hayes & King, 2014;Ketelaar et al, 2016;Shan & King, 2015), attitude toward the ad (Hsieh, Hsieh, & Tang, 2012;Huang, Su, Zhou, & Liu, 2013), and credibility of the sender/referrer (Cho et al, 2014;Phelps, Lewis, Mobilio, Perry, & Raman, 2004). Hayes, King, and Ramirez (2016) advanced research on viral advertising by illustrating the importance of interpersonal relationship strength in referral acceptance.…”

Section: What Makes Advertising Go Viral?mentioning

confidence: 99%

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A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers

Himelboim

Golan

2019

Social Media + Society

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The diffusion of social networking platforms ushered in a new age of peer-to-peer distributed online advertising content, widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising and identifying influencers. Expanding beyond the conventional retweets metrics to include Twitter mentions as connection in the network, this study identifies three groups of influencers, based on their connectivity in their networks: Hubs, or highly retweeted users, are Primary Influencers; Bridges, or highly mentioned users who associate connect users who would otherwise be disconnected, are Contextual Influencers, and Isolates are the Low Influence users. Each of these users’ roles in viral advertising is discussed and illustrated through the Heineken’s Worlds Apart campaign as a case study. Providing a unique examination of viral advertising from a network paradigm, our study advances scholarship on social media influencers and their contribution to content virality on digital platforms.

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Section: What Makes Advertising Go Viral?mentioning

confidence: 99%

Section: What Makes Advertising Go Viral?mentioning

confidence: 99%

A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers

Himelboim

Golan

2019

Social Media + Society

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“…Though the expertise of the source in the product area invokes trust in the WOM, similarity with the WOM source (homophily) was found to be more credible than that of unknown experts (Duffy, ). Apart from homophily, Shan and King () found that strong ties on the network (with known people) were more influential in shaping attitudes as a result of WOM than expertise of the opinion leaders. Tie‐strength was found to play a dominant role in high‐context culture with high‐power distance (Samaha, Beck, & Palmatier, ; Yamagishi & Yamagishi, ) and expected to influence behavior (Chang Soo & Praveen, ).…”

Section: Research Questionsmentioning

confidence: 99%

Do consumers consider Word of Mouth for crucial life decisions?

Bhayani

2017

J of Philanthropy and Mktg

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This study reexamines the Theory of Reasoned Action in a culture with higher uncertainty avoidance and power distance and analyzes how homophily and the ability (expertise) of word of mouth (WOM) sources impacts on the consumer attitudes and purchase decisions with respect to such high‐risk credence products as college selection. By using an interpretivist approach to model building, the study comprises 41 interviews, finding that WOM made a significant impact on attitudes but not on purchase behaviors. Homophily with friends was regarded as an important factor at the search stage, but strong ties were more important in the purchasing of the product. Expertise and the credibility of the WOM played a significant role in generating trust in WOM, resulting in attitude change, although with a minimal impact on purchase behavior. The article concludes with implications for practice.

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“…The increasingly location-based search for service reviews is characterised by high time-sensitivity and rapid pace of attitude formation and customer conversion (Limpf and Voorveld, 2015;Tode, 2012). On the other hand, cognitive personalisation helps to better understand the effects of online reviews (Xia and Bechwati, 2008), and the effectiveness of eWOM on social media could depend on consumer relation with the focal brands, which influence the intention to forward the viral advertising message (Shan and King, 2015). These factors contribute to growing complexity in managing firm's own customer review platforms, as well as in participating in conversations on third-party platforms.…”

Section: Introductionmentioning

confidence: 99%

Message and source characteristics as drivers of mobile digital review persuasiveness: does cultural context play a role?

Pentina

Basmanova

Sun

2017

IJIMA

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This study examines the impacts of message valence (positive/ negative/sided) and perceived source similarity on user attitudes towards mobile restaurant reviews and review persuasiveness in low-and high-context cultures. Two experiments were conducted in the USA and Ukraine. The results reveal significant differences in consumer paths to adopting mobile digital reviews in low-context vs. high-context cultures. They indicate that in low-context cultures positive reviews are perceived as more trustworthy, credible, and helpful than negative or two-sided reviews. The same relationships are observed in high-context cultures only under conditions of perceived source similarity. Review helpfulness and credibility, in turn, positively impact its persuasiveness in both high-and low-context communication traditions. Based on the findings, future research avenues and managerial implications are proposed.

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The Effects of Interpersonal Tie Strength and Subjective Norms on Consumers' Brand-Related eWOM Referral Intentions

Cited by 70 publications

References 54 publications

A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers

A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers

Do consumers consider Word of Mouth for crucial life decisions?

Message and source characteristics as drivers of mobile digital review persuasiveness: does cultural context play a role?

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