IDEAS home Printed from https://ideas.repec.org/a/wly/agribz/v24y2008i3p332-341.html
   My bibliography  Save this article

Do recommendations matter? social networks, trust, and product adoption

Author

Listed:
  • Lisa A. House

    (Food and Resource Economics Department, University of Florida, Gainesville, FL 32611-0240)

  • Mark C. House

    (Department of Anthropology, Q-Squared Research, LLC., Gainesville, FL 32606)

  • Joy Mullady

    (Food and Resource Economics Department, University of Florida, Gainesville, FL-32611-0240)

Abstract

Social network analysis allows researchers to capture the dynamics of social interactions, which may influence the impact of word of mouth advertising. This research seeks to combine a regression analysis of stated willingness to try a new food product with social network analysis. The goal of this article is to determine if variables that represent different aspects of group structure can better explain why some participants choose to adopt new food products while others do not. Our findings indicate that social network variables are a significant influence on a person's willingness to listen to a recommendation from someone else within their social network. Both the subject and the recommender's position in the network are influential. Additionally, the characteristics that impact willingness to listen to the recommendation vary depending on the food product studied. © 2008 Wiley Periodicals, Inc.

Suggested Citation

  • Lisa A. House & Mark C. House & Joy Mullady, 2008. "Do recommendations matter? social networks, trust, and product adoption," Agribusiness, John Wiley & Sons, Ltd., vol. 24(3), pages 332-341.
    • Handle: RePEc:wly:agribz:v:24:y:2008:i:3:p:332-341
    DOI: 10.1002/agr.20171
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1002/agr.20171
    File Function: Link to full text; subscription required
    Download Restriction: no
    File URL: https://libkey.io/10.1002/agr.20171?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
    2. Boahene, Kwasi & Snijders, Tom A. B. & Folmer, Henk, 1999. "An Integrated Socioeconomic Analysis of Innovation Adoption: The Case of Hybrid Cocoa in Ghana," Journal of Policy Modeling, Elsevier, vol. 21(2), pages 167-184, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mohammed Hussen Alemu & Søren Bøye Olsen, 2020. "An analysis of the impacts of tasting experience and peer effects on consumers’ willingness to pay for novel foods," Agribusiness, John Wiley & Sons, Ltd., vol. 36(4), pages 653-674, October.
    2. Timothy J. Richards & Stephen F. Hamilton & William J. Allender, 2014. "Social Networks and New Product Choice," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 96(2), pages 489-516.
    3. Langer, Melissa & Davidson, Kelly A. & McFadden, Brandon & Messer, Kent D., 2020. "Evaluating the Effects of Peer Information and Social Influence on Food Purchase in Social Settings," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304536, Agricultural and Applied Economics Association.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Langyintuo, Augustine S. & Mungoma, Catherine, 2008. "The effect of household wealth on the adoption of improved maize varieties in Zambia," Food Policy, Elsevier, vol. 33(6), pages 550-559, December.
    2. Jennifer K D’Angelo & Kristin Diehl & Lisa A Cavanaugh, 2019. "Lead by Example? Custom-Made Examples Created by Close Others Lead Consumers to Make Dissimilar Choices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 750-773.
    3. Wang, Le & Luo, Xin (Robert) & Li, Han, 2022. "Envy or conformity? An empirical investigation of peer influence on the purchase of non-functional items in mobile free-to-play games," Journal of Business Research, Elsevier, vol. 147(C), pages 308-324.
    4. Ogada, Maurice Juma, 2012. "Forest Management Decentralization in Kenya: Effects on Household Farm Forestry Decisions in Kakamega," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126319, International Association of Agricultural Economists.
    5. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.
    6. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    7. Songhong Chen & Jian Ming Luo, 2023. "Understand Delegates Risk Attitudes and Behaviour: The Moderating Effect of Trust in COVID-19 Vaccination," IJERPH, MDPI, vol. 20(5), pages 1-18, February.
    8. Easley, Richard W. & Bearden, William O. & Teel, Jesse E., 1995. "Testing predictions derived from inoculation theory and the effectiveness of self-disclosure communications strategies," Journal of Business Research, Elsevier, vol. 34(2), pages 93-105, October.
    9. Reema Nofal & Pelin Bayram & Okechukwu Lawrence Emeagwali & Lu’ay Al-Mu’ani, 2022. "The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    10. Yuho Chung & Yiwei Li & Jianmin Jia, 2021. "Exploring embeddedness, centrality, and social influence on backer behavior: the role of backer networks in crowdfunding," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 925-946, September.
    11. Sebastian Martin & Birgit Grüb, 0. "Intensive WOM-behavior in the healthcare sector – the case of an Austrian hospital’s Facebook site," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-22.
    12. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.
    13. Jolanta Tkaczyk, 2015. "Consumer Susceptibility to Social Influence and Tendency to Generate a Positive or Negative Message in Word of Mouth Communication," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 21-28, July.
    14. Wang, Kai-Yu & Ting, I-Hsien & Wu, Hui-Ju, 2013. "Discovering interest groups for marketing in virtual communities: An integrated approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1360-1366.
    15. Maise Soares Pereira & Ivan Lapuente Garrido & Celso Augusto de Matos, 2015. "Firm-Created Word-of-Mouth Recommendation: is it Also Worthwhile?," Brazilian Business Review, Fucape Business School, vol. 12(3), pages 91-118, May.
    16. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
    17. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    18. Claus, Bart & Geyskens, Kelly & Millet, Kobe & Dewitte, Siegfried, 2012. "The referral backfire effect: The identity-threatening nature of referral failure," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 370-379.
    19. Palmeira, Mauricio, 2020. "Advice in the presence of external cues: The impact of conflicting judgments on perceptions of expertise," Organizational Behavior and Human Decision Processes, Elsevier, vol. 156(C), pages 82-96.
    20. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:agribz:v:24:y:2008:i:3:p:332-341. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.