The influence of sender trust and advertiser trust on multistage effects of viral advertising

• Autores: Soyoen Cho, Jisu Huh, Ronald J. Fabera
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 43, Nº 1, 2014, págs. 100-114
• Idioma: inglés
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• Resumen

  • A viral advertising message has two different sources: the advertiser as the message creator and a sender as the message distributor. This study examined the influence of sender trust and advertiser trust on four stages of viral advertising effects. Results from a field experiment demonstrated that sender trust and advertiser trust have differential influences on effect stages. Significant interaction effects show that if a viral ad is sent by a trusted sender, the influence of advertiser trust becomes non-significant or reduced, suggesting that a viral ad from a trusted sender can overcome the handicap a less trusted advertiser might have.