ICA virtual conference Van Noort et al 2011
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Viral Campaigns in Social Network Sites Importance of Social Ties and Perceived Persuasive Intent Guda van Noort Marjolijn Antheunis Eva van Reijmersdal Guda van Noort, Marjolijn Antheunis, and Eva van Reijmersdal
Transcript of ICA virtual conference Van Noort et al 2011
Viral Campaigns in Social Network SitesImportance of Social Ties and Perceived
Persuasive Intent Guda van NoortMarjolijn AntheunisEva van Reijmersdal
Guda van Noort, Marjolijn Antheunis, and Eva van Reijmersdal
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Rationale SNS Campaigns increasingly popular
Unknown what determines their persuasiveness
Marketers stimulate forwarding to social connections: viral
Online marketing research role of social connections understudied
Prior research: tie strength as antecedent of forwarding behavior
Research on effects of tie strength is lacking
Related fields showed importance strength of tie and persuasive intent
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Conceptual Model
Eva voegt model inStrength of Tie between sender and receiver of campaign
Perceived Persuasive Intentof the campaign
Brand Attitude Campaign Attitude
Campaign Relevance Forwarding Intention
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Viral SNS Campaigns
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Viral SNS Campaigns
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Viral SNS Campaigns
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Viral SNS Campaigns
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Viral SNS Campaigns
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Viral SNS Campaigns
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Viral SNS Campaigns
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Method
Real campaign on Hyves initially disseminated via one person’s network
Measures
Tie strength: closeness to and time spent with sender of viral campaign
Perceived persuasive intent: “campaign is created to persuade”
Brand and Campaign Attitude
Campaign Relevance
Forwarding Intention
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Results
Strength of Tie: Closeness
Brand Attitude
Strength of Tie: Time spent
Perceived persuasive intent
Perceived persuasive intent
Beta’s are reported, * p <.05
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Results
Strength of Tie: Closeness
Campaign Attitude
Strength of Tie: Time spent
Perceived persuasive intent
Perceived persuasive intent
Beta’s are reported, * p <.05
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Results
Strength of Tie: Closeness
Strength of Tie: Time spent
Perceived persuasive intent
Perceived persuasive intent
Beta’s are reported, * p <.05
Campaign Relevance
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Results
Strength of Tie: Closeness
Forwarding Intention
Strength of Tie: Time spent
Perceived persuasive intent
Perceived persuasive intent
Beta’s are reported, * p <.05
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Implications
Social connections (tie strength) determine
persuasiveness of viral SNS campaign
Lower perceived persuasive intent is underlying mechanism
Marketers should strive for forwarding of campaigns to close social ties: not the number of forwards
but the quality determines campaign effectiveness
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Discussion
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