The Influence of Sender Trust and Advertiser Trust on Multistage Effects of Viral Advertising

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

“…Cho, Huh, and Faber (2014) find that a viral ad e-mail featuring a trusted brand is likely to increase awareness and positive attitude toward the e-mail content. Hayes and King (2014) suggest that brand relationship strength is positively related with referral behaviors toward a viral advertising video.…”

“…In light of diffusion theory, studies show that individuals who are influential in their social networks are more likely to pass along viral advertising messages (Smith et al 2007), and these opinion leaders are motivated by altruism (Xie and Kukla 2012), self-expression (Ho and Dempsey 2010), and advertising content (Phelps et al 2004). Other studies have focused on the influence of source trust and sourcereceiver relationship on consumers' attitude toward the viral advertising content (van Noort, Antheunis, and Reijmersdal 2012;Cho, Huh, and Faber 2014).…”

“…A viral advertising message refers to marketer-initiated eWOM in which advertising messages are spread by consumers (Cho, Huh, and Faber 2014). A viral advertising message on social networking sites (SNSs) has two sources: a brand that crafts the message and an SNS user who distributes this message via his or her personal network by using "send this to a friend" or "share" links or buttons.…”

Hispanics and viral advertising

“…The published research indicates that messages/emails received from an unknown source are more likely to be deleted or sent to a user's spam folder. This is particularly true for Hispanics given their reliance on family and friends for information sources and trust placed in them (Cho et al, 2014). Given this, a video ad or an email sent by a known person or friend is perceived as more credible than from an unknown source (Chiu et al, 2007;Phelps et al, 2004).…”

Gossiping Behavior on Social Networking Sites: Does Gender Matter?

“…First, prior studies investigating marketing and informal communication have focused almost exclusively on eWOM or knowledge sharing (e.g., Cho, Huh, & Faber, 2014;José-Cabezudo & CamareroIzquierdo, 2012;Xu, Li, & Shao, 2012). However, much of the activity on SNSs has been motivated by social groomingexchanging and browsing social information about friends and acquaintances-through gossip (Tufekci, 2008).…”