The Role of Communication Types on Referral Acceptance in Social Networks

Köster, A; Matt, C; Hess, T (2015). The Role of Communication Types on Referral Acceptance in Social Networks. In: 21st Americas Conference on Information Systems. Fajardo, Puerto Rico. 13.-15.08.2015.

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The advancement of communication tools has changed interpersonal communication among consumers. Companies leverage different communication tools to reach customers, while it is unclear, how communication types affect online referral acceptance. This study draws on affordances and social presence theory to investigate the role of two communication types (i.e. private and public) in social networks on recipients’ intention to accept a referral. Furthermore, we examine how rewards (i.e. for the referrer or receiver) impact the likelihood of referral acceptance depending on the communication type. We conducted a 3x2 between-subjects experiment. Results demonstrate that referrals without any reward are equally accepted in both communication types. However, when a referral includes a receiver reward, consumers prefer to receive the referral through the private communication type rather than through the public communication type. This research yields empirical evidence that helps companies facilitate the selection of appropriate communica ion types for unrewarded and rewarded online referrals.

Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Matt, Christian

Subjects:

000 Computer science, knowledge & systems
300 Social sciences, sociology & anthropology > 330 Economics

Language:

English

Submitter:

Patrick Cédric Munz

Date Deposited:

12 Mar 2018 14:35

Last Modified:

18 Oct 2018 15:32

BORIS DOI:

10.7892/boris.105435

URI:

https://boris.unibe.ch/id/eprint/105435

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