IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v11y2017i1p44-63.html
   My bibliography  Save this article

Effects of suspicion on the perception of online referrals: the role of congruity and message sidedness

Author

Listed:
  • Christoph Pütz

Abstract

This research investigates how a consumer's suspicion that an online referral may result from marketers' involvement affects referral persuasiveness. Two referral characteristics are examined in this regard: referral congruity and message sidedness. It is demonstrated that referral congruity can motivate consumers to question the authenticity of online referrals and that message sidedness determines subsequently the type of motive attributed to observed referral behaviour. It is further shown that the perceived referral motive affects attitudes toward the recommended item as well as purchase intentions. Based on the findings implications are drawn for planning effective referral campaigns.

Suggested Citation

  • Christoph Pütz, 2017. "Effects of suspicion on the perception of online referrals: the role of congruity and message sidedness," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 11(1), pages 44-63.
    • Handle: RePEc:ids:ijimad:v:11:y:2017:i:1:p:44-63
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=82994
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijimad:v:11:y:2017:i:1:p:44-63. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.