Do we follow friends or acquaintances? The effects of social recommendations at different shopping stages

Abstract

This article examines the effects of social recommendations on consumers' purchase intentions at different stages of online shopping. Drawing on construal level theory (CLT) and research on social tie strength, this study hypothesizes that the persuasive effects of recommendations from one's close friends (i.e., strong social ties) and those from one's acquaintances (i.e., weak social ties) will differ depending on shopping stages consumers are in. Results from a laboratory experiment reveal that in the initial shopping stage, the effects of recommendations from weak ties on consumers' purchase intentions will be stronger than those from strong ties; however in the latter shopping stage, the reverse will happen. Research and managerial implications are discussed. © 2014 Springer International Publishing.