Activation Order of Multiple Ties in Word-of-Mouth Communication: A Cross-Cultural Study
Consumers often use multiple ties when making purchase decisions. Strong ties are considered personal sources (e.g., a family member), while weak ties are considered non-personal sources (e.g., a salesperson). The activation order of multiple ties in word-of-mouth communication is examined using a scenario questionnaire method. Respondents are drawn from the United States and New Zealand. Findings support the hypothesis that a strong tie is activated before a weak tie. In addition, this study identifies two types of weak ties - neutral weak ties and ·weak ties with a vested interest. Findings indicate the order of activation of multiple ties is: a strong tie, a neutral weak tie, and a vested interest weak tie.
Simmers, Christina S., Jamye Foster, and Christopher A. Ellis. "Activation Order of Multiple Ties in Word-of-Mouth Communication: A Cross-Cultural Study." International Journal of Business and Economic Perspectives, 3 no. 1 (2008): 88-99.