The decision‐making process in viral marketing—A review and suggestions for further research

Viral marketing is used to widely distribute content. To achieve this goal, the basic decision‐making process from content reception to interaction must be clarified. This paper examines the decision‐making process of individuals in viral marketing using a new dynamic model. In addition, this work reviews the existing literature on viral marketing and structures to identify existing issues for further research. The decision‐making process is basically divided into two stages. In the first decision stage, individuals decide whether content should be considered. When individuals agree to view the content, they decide in the second stage whether they want to interact with it. These two decisions are influenced by three factors: the framework conditions, content, and interaction aims. With the help of the decision model, this paper summarizes the most important findings from viral marketing research over the last 20 years. In addition, this work provides new opportunities for further research in the field of viral marketing.     

Beyond close vs. distant ties: Understanding post-service sharing of information with close,exchange, and hybrid ties

Customers' post-service sharing of information (PSSI) occurs with a range of social ties typically conceptualized in terms of closeness/tie strength. We extend this research by orthogonally crossing the dimension of closeness with exchange to define close, exchange, and hybrid ties. Study 1, a survey of actual PSSI behavior, supports our conceptualization regarding the dimensions of closeness and exchange defining audiences for PSSI. Study 2, a survey of PSSI intentions, further supports the significance of this extended conceptualization by showing that a model with close, exchange, and hybrid ties has a significantly better fit than a model with only close ties. We provide further evidence of the significance of these three ties by showing that service outcome and process have distinct effects on PSSI to each social tie. Satisfaction has a non-linear effect on PSSI to close ties, and positive and negative linear effects on exchange and hybrid ties respectively. Further, satisfaction is the sole predictor of PSSI to close ties, whereas satisfaction, provider status and customer power interactively drive PSSI to exchange and hybrid ties. Thus, considering close, exchange, and hybrid ties enables a more comprehensive understanding of PSSI.     

Effect of consumer self‐confidence on information search and dissemination: Mediating role of subjective knowledge

Consumers search for information about products to make a satisfactory purchase decision and gain knowledge about new features and updates. Consumers also use this knowledge to be vocal about their product experience because several consumers seek interpersonal recommendations. This phenomenon has contributed to the emergence of information search (IS) and information dissemination (ID) as a key research area in the field of consumer behaviour. However, the role of personal factors such as consumer self‐confidence and subjective knowledge has received little attention in the extant IS and ID literature. The major argument of this study is that information acquisition confidence and social outcome confidence enhance subjective knowledge and consequently increase the will of consumers to search and disseminate information in the context of smartphone buyers in India. Structural equation modelling was employed to test the proposed hypotheses using a convenience sample of 259 consumers obtained through a cross‐sectional survey. The study shows that subjective knowledge is crucial in strengthening the association between consumer self‐confidence and consumer intention for IS and ID. Additionally, enhancing consumer’s social outcome confidence contributes towards high subjective knowledge and consequently accelerates information dissemination. Results suggest that firms could focus on enhancing the social outcome confidence and subjective knowledge of consumers to motivate them to disseminate information. The results also show that consumers with high confidence in information acquisition ability have the high subjective knowledge and are more likely to search for information. Overall, this study contributes to the emerging literature regarding the role of personal factors in IS and dissemination behaviour.     

Exploring location‐specific assets and exploiting firm‐specific advantages: an integrative perspective on foreign ownership decisions

Exploiting existing assets and exploring new assets are two major and often concurrent forces driving firms to invest abroad. Moving beyond prior attention to their separate effects on foreign ownership decisions, this study examines their integrative impact. I develop hypotheses aligning a set of firm‐specific advantages with asset‐seeking motives, and test these relationships on a sample of Taiwanese overseas investments. I find that wholly‐owned subsidiaries are preferred to joint ventures when multinationals are able to tap into host innovatory dynamism by employing extant technological capabilities and to access local natural resources by leveraging corporate scales. Nonetheless, multinationals face difficulties in deploying marketing knowledge in different contexts and thus are more likely to choose joint ventures for an aggressive foreign market entry. Copyright © 2007 ASAC. Published by John Wiley & Sons, Ltd.     

Decision‐making biases and affective states: their potential impact on best practice innovations

Contributions from the decision‐making literature concerning biases and heuristics (i.e., anchoring, framing, confirmatory and availability biases, overconfidence, and representativeness) and from the Affect Infusion Model (Forgas, 1995) are integrated into Rogers's (2003) conceptualization of the stages of innovation adoption and diffusion. Specific propositions based on the decision‐making and affect literatures are made in relation to each stage of the innovation process (knowledge of innovation, persuasion, decision, implementation, and confirmation) to better understand the likelihood of a manager making an informed and appropriate decision concerning the adoption and implementation of best practices. Copyright © 2010 ASAC. Published by John Wiley & Sons, Ltd.     

Quick decisions tend to reinforce self‐interest choices among MBA students: The direct and moderating effects of temporal constraint and situational factors in ethical decision making

Employees face increasingly time‐pressured operational environments. Using theory from Reynolds' ( 2006 ) neurocognitive model of ethical decision making, we explore how temporal constraint, consequence framing, and organizational norms affect self‐interested decision making in business. Conducting three experimental manipulations with a sample of MBA students, we found the following: First, consistent with previous studies, high time pressure promotes self‐interested intentions. Second, unethical framing encourages self‐interested intentions, though this relationship is unaffected by the presence of time pressure. Third, unethical organizational norms encourage group‐interested intentions. Lastly, however, when these same norms are experienced under high time pressure, individuals display self‐interested intentions. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.     

From desire to help to taking action: Effects of personal traits and social media on market mavens’ diffusion of information

While extant research has studied traits of market mavens and the link from mavenism to market helping behavior, there is a need for more research to understand personal and contextual factors that influence actual recommendations of products and differences among market mavens with different traits in that respect. In this study, we took research in the area of market mavenism one step further and investigated the role of personal traits such as self‐esteem and susceptibility to normative interpersonal influence, and the contextual factor of social media, in the frequency of recommendations. We hypothesize that while market mavens with lower self‐esteem are likely to engage in less frequent recommendations, negative effect of their lower self‐esteem is attenuated when they use social media platforms as their medium of choice. Our findings lend support to our hypotheses, including the triple interaction effect between self‐esteem, choice of social media, and market mavenism on market recommendations.