Social Ties and Word-of-Mouth Referral Behavior

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ID: 290506
1987
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Abstract
This article presents a network analysis of word-of-mouth referral behavior in a natural environment. The relational properties of tie strength and homophily were employed to examine referral behavior at micro and macro levels of inquiry. The study demonstrates different roles played by weak and strong social ties. At the macro level, weak ties displayed an important bridging function, allowing information to travel from one distinct subgroup of referral actors to another subgroup in the broader social system. At the micro level, strong and homophilous ties were more likely to be activated for the flow of referral information. Strong ties were also perceived as more influential than weak ties, and they were more likely to be utilized as sources of information for related goods.
Reference Key
openalex_W1971526329 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Jacqueline Johnson Brown, Peter H. Reingen
Journal journal of consumer research
Year 1987
DOI
10.1086/209118
URL
https://doi.org/10.1086/209118
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