This document summarizes a study on the importance of social ties and perceived persuasive intent for viral campaigns on social network sites. The study examined how the strength of the tie between the sender and receiver of a campaign, and the perceived persuasive intent, influence brand attitude, campaign attitude, campaign relevance, and forwarding intention. The results showed that stronger social ties, as measured by closeness to the sender and time spent with them, positively impacted brand attitude, campaign attitude, and campaign relevance. Additionally, lower perceived persuasive intent was found to be an underlying mechanism for campaign effectiveness.

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

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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. 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. 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. Results Strength of Tie: Closeness Forwarding Intention Strength of Tie: Time spent Perceived persuasive intent Perceived persuasive intent Beta’s are reported, * p <.05