Lecture 11: induction level social media interventions

Question 1

meaning induction-based intervention

Answer 1

stimulate or force peer-to-peer interaction to create cascades in information/behavioral diffusion

• not based on network data, but uses the network for its effects
• based on worth of mout

Question 2

definition worth of mouth (WOM)

Answer 2

orally and person to person communication between a receiver and communicator whom the receiver perceives as non-commercial, regarding his/her opinion on the subject.

• traditionally, the communicator is a friend, family or some they know and trust
• unambiguous credibility (has eWOM not)

Question 3

electronic worth of mouth (eWOM)

Answer 3

evaluative statements made by users that is made available for multitude of people over the internet

• communicator is often unknown to the receiver
• has ambiguous credibility (WOM has not)

Question 4

characteristics of WOM

Answer 4

• Volume: magnitude
• Valence: positive or negative
• Timing: before or after purchase
• Solicitation: with or without solicitation
• Intervention: spontaneously generated by the audience or the company makes effort to create WOM

Question 5

effects of WOM

Answer 5

• Provides social validation by the masses
• Facilitates awareness, attitudes, behavior towards the object of evaluation
• Aids the diffusion of innovations and brand related information among the audience
• Powerful marketing communication factor
• online gives a wider pool of recommenders

Question 6

role of WOM in interventions

Answer 6

• gives exposure: directing people to the intervention → keeping them interacting with the intervention → making them revisit the intervention

Question 7

results article Crutzen et al.

Answer 7

Hypotheses: Invitation to an intervention from a friend is more effective to attract young people to an internet-delivered intervention aimed at changing implicit attitudes related to alcohol

• invitation from friend, more homepage visits, more interacting and more people logged in to the intervention than institutional invitation
• significant

Question 8

underlying mechanism of WOM

Answer 8

1. bandwagon heuristic
   = ‘if others think that something is good, then I should, too’
2. quantity cue
   people think that many people are harder to manipulate than a few people. Validation by the masses purported to be highly reliable

Question 9

6 steps to virality

Answer 9

1. social currency
2. triggers (connect it to something people get reminded of easily)
3. emotions
4. public (do what everybody else is doing)
5. practical value
6. stories

Question 10

persuasive effect of WOM

Answer 10

aristotle: rhetoric
1. ethos: ethical and personal appeals of the speaker, trust and credibility
2. pathos: emotional appeals of the speaker
3. logos: logical appeals

Question 11

2 types of credibility

Answer 11

1. credibility of sources: can I trust the person who is talking?
   - community
   - competence
2. Credibility of message: can I trust the evaluation being said?
   - content
   - consensus

Question 12

4c’s of eWOM credibility

Answer 12

1. community: is she someone i trust?
   - tie strength
   - receiver characteristics
2. competence: does she know what she’s talking about
   - prior expertise
   - product/service characteristics
3. content: does she talk in a way i understand or relate to?
   - message clarity
   - message valence (+ or -)
4. consensus: does her opinion fits mine?
   - receiver judgement
   - review consistency