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

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Date: January-March 2014
From: Journal of Advertising(Vol. 43, Issue 1)
Publisher: Taylor & Francis Group LLC
Document Type: Article
Length: 10,213 words
Lexile Measure: 1540L

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Abstract :

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.

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Gale Document Number: GALE|A360679081