The Effects of Social Information Cues Featured in SNS Ads on Unfamiliar Product Adoption |
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| Authors: | Hyejin Kim Keonyoung Park John Eighmey |
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| Institution: | 1. School of Journalism and Mass Communication, University of Minnesota, 206 Church ST SE, Minneapolis, MN, USA;2. S.I. Newhouse School of Public Communication, Syracuse University, Syracuse, NY, USA |
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| Abstract: | This study tests the effects of social information cues on ad responses and consumer decision making processes in the domain of unfamiliar product adoption. The findings show that participants having a huge size of the social network are particularly responsive to social information cues featured in the ads, showing an inverted U-shape pattern of purchasing intentions as the number of prior product purchasers increased. Findings suggest targeting and marketing strategies on social network service platforms. |
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| Keywords: | social information cue social influence bandwagon effect critical mass |
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