Sharing on Facebook and Face-to-Face What Others Do or Approve: Word-of-Mouth Driven by Social Norms

Abstract

Information sharing on social media [i.e., electronic word-of-mouth, (eWOM) and face-to-face word-of-mouth (fWOM)] plays an important role in message dissemination. This study investigates the effectiveness of group norms in motivating eWOM and fWOM. Drawing upon the psychological distance and construal level literature, this study tests the impact of group norms, the interaction effect of norms type (descriptive vs. injunctive norms), and the group distance on eWOMand fWOM. Based on one field study and three laboratory experiments, this study finds that normative cues in messages are impactful in driving WOM and the impact becomes especially stronger when the psychological distance of the social group is congruent with that of norms type tied to the group. Specifically, an interaction effect emerges, such as distant (close) group injunctive (descriptive) norms, are more impactful in driving WOM than close (distant) group injunctive (descriptive) norms. Contrary to the conventional wisdom that a close group has greater impacts than distant groups in terms of social influence, this study shows that messages with distant groups are more (or at least equally) likely to be shared than with a close group when tied with injunctive norms. The findings suggest that group norms are perceived to be more relevant when there is a match between the psychological distance of the social group and the norms type tied to the group.