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

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Authors

Norman, Andrew T.
Russell, Cristel Antonia

Issue Date

2006-07

Type

Article

Language

en_US

Keywords

Internet survey methodologies , Online surveys , Email surveys , Pass-along effect , Computer-mediated communication

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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.

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

Citation

Journal of Computer-Mediated Communication, 11(4), article 10. http://jcmc.indiana.edu/vol11/issue4/norman.html

Publisher

Hebrew University of Jerusalem, School of Business Administration

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ISSN

1083-6101

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