"The pass-along effect: investigating word-of-mouth effects on online survey procedures"

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dc.contributor.author Norman, Andrew T.
dc.contributor.author Russell, Cristel Antonia
dc.date.accessioned 2006-12-19T16:38:51Z
dc.date.available 2006-12-19T16:38:51Z
dc.date.issued 2006-07
dc.identifier.citation Journal of Computer-Mediated Communication, 11(4), article 10. http://jcmc.indiana.edu/vol11/issue4/norman.html en
dc.identifier.issn 1083-6101
dc.identifier.uri http://hdl.handle.net/2092/497
dc.description Andrew T. Norman is a professor of marketing in the College of Business and Public Administration at Drake University. He can be contacted at andrew.norman@drake.edu en
dc.description.abstract Email petitions to complete online surveys may be forwarded beyond the intended sample. We term this phenomenon the pass-along effect and investigate it as a factor that can influence the nature and size of survey samples in an online context. We establish the pass-along effect as a form of word-of-mouth communication and draw from the literature in this area to present and test a model of factors that influence the occurrence of this effect. The results of two studies provide empirical support for the existence and impact of the pass-along effect. Among the factors that lead to this effect are involvement and relationship with the survey topic, size of a participant’s social network, and tie strength. The appropriateness of employing pass-along respondents as well as other implications for online sampling and survey research are discussed. en
dc.format.extent 132749 bytes
dc.format.mimetype application/pdf
dc.language.iso en_US
dc.publisher Hebrew University of Jerusalem, School of Business Administration en
dc.subject Internet survey methodologies en
dc.subject Online surveys en
dc.subject Email surveys en
dc.subject Pass-along effect en
dc.subject Computer-mediated communication en
dc.title "The pass-along effect: investigating word-of-mouth effects on online survey procedures" en
dc.type Article en

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    Publications submitted by the faculty members of the Department of Marketing.

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