The Effects of Interpersonal Tie Strength and Subjective Norms on Consumers' Brand-Related eWOM Referral Intentions

A viral advertising message on social networking sites (SNSs) has two sources: a brand that creates the message and an SNS user who passes along this message within his or her personal network. This study examined the influence of relationships with these two sources on receivers' intention to forward the viral advertising message. A significant interaction effect shows that having a strong consumer–brand relationship increases the receiver's intention to forward the viral advertising message sent by an online acquaintance, suggesting that a strong relationship with the brand can increase the effectiveness of electronic word of mouth on SNSs.