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From the Archives: Social Ties Affect Word of Mouth Referral

Strong ties have more influential power than weak ties, according to Jacqueline Johnson Brown and Peter H. Reingen's article in the Dec. 1987, issue of The Journal of Consumer Research, titled "Social Ties and Word of Mouth Referral Behavior." Reingen and Johnson Brown's research addresses the gaps in understanding WOM behavior, specifically how word of mouth moves from group to group (the macro level) or within small groups (the micro level). Gaining a better grasp of how word of mouth moves from a small group to form large-scale patterns and innovations could shed light on what needs to be done to flip the switch.

Research findings:

* At the macro level, weak ties form a bridge, connecting information in one subgroup to participants in another subgroup.

* At the micro level, strong ties and homophilous ties are used to transport referral information.

Learn more

Posted by WOMMA Editor on March 30, 2007 9:00 AM

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