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

Soyoen Cho, Jisu Huh, Ronald J. Faber

Research output: Contribution to journalArticlepeer-review

48 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)100-114
Number of pages15
JournalJournal of Advertising
Volume43
Issue number1
DOIs
StatePublished - Jan 1 2014

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