ICA virtual conference Van Noort et al 2011

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ICA virtual conference Van Noort et al 2011

  1. 1. Guda van Noort Marjolijn Antheunis Eva van Reijmersdal Guda van Noort, Marjolijn Antheunis, and Eva van Reijmersdal Viral Campaigns in Social Network Sites Importance of Social Ties and Perceived Persuasive Intent
  2. 2. Rationale <ul><li>SNS Campaigns increasingly popular </li></ul><ul><li>Unknown what determines their persuasiveness </li></ul><ul><li>Marketers stimulate forwarding to social connections: viral </li></ul><ul><li>Online marketing research role of social connections understudied </li></ul><ul><li>Prior research: tie strength as antecedent of forwarding behavior </li></ul><ul><li>Research on effects of tie strength is lacking </li></ul><ul><li>Related fields showed importance strength of tie and persuasive intent </li></ul>
  3. 3. Conceptual Model <ul><li>Eva voegt model in </li></ul>Strength of Tie between sender and receiver of campaign Perceived Persuasive Intent of the campaign Brand Attitude Campaign Attitude Campaign Relevance Forwarding Intention
  4. 4. Viral SNS Campaigns
  5. 5. Viral SNS Campaigns
  6. 6. Viral SNS Campaigns
  7. 7. Viral SNS Campaigns
  8. 8. Viral SNS Campaigns
  9. 9. Viral SNS Campaigns
  10. 10. Viral SNS Campaigns
  11. 11. Method <ul><li>Real campaign on Hyves initially disseminated via one person’s network </li></ul><ul><li>Measures </li></ul><ul><li>Tie strength: closeness to and time spent with sender of viral campaign </li></ul><ul><li>Perceived persuasive intent: “campaign is created to persuade” </li></ul><ul><li>Brand and Campaign Attitude </li></ul><ul><li>Campaign Relevance </li></ul><ul><li>Forwarding Intention </li></ul>
  12. 12. Results Strength of Tie: Closeness Brand Attitude Strength of Tie: Time spent Perceived persuasive intent Perceived persuasive intent Beta’s are reported, * p <.05
  13. 13. Results Strength of Tie: Closeness Campaign Attitude Strength of Tie: Time spent Perceived persuasive intent Perceived persuasive intent Beta’s are reported, * p <.05
  14. 14. Results Strength of Tie: Closeness Strength of Tie: Time spent Perceived persuasive intent Perceived persuasive intent Beta’s are reported, * p <.05 Campaign Relevance
  15. 15. Results Strength of Tie: Closeness Forwarding Intention Strength of Tie: Time spent Perceived persuasive intent Perceived persuasive intent Beta’s are reported, * p <.05
  16. 16. Implications <ul><li>Social connections (tie strength) determine persuasiveness of viral SNS campaign </li></ul><ul><li>Lower perceived persuasive intent is underlying mechanism </li></ul><ul><li>Marketers should strive for forwarding of campaigns to close social ties: not the number of forwards but the quality determines campaign effectiveness </li></ul>
  17. 17. Discussion <ul><li>Please share your comments, ideas and suggestions with us within the virtual conference environment or via e-mail: </li></ul><ul><li>G.vanNoort@uva.nl </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul>

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