When friends recommend:Online purchasing behavior of Russian and Dutch people when prompted by recommendations from Facebook friends

This study investigates the relationship between product recommendations in a Facebook advertisement and the behavioral intentions of consumers, and to what extend this relationship is influenced by cultural differences in the tendency to avoid uncertain situations. In an online experiment 140 Dutch and 92 Russian people (average age 24 years) were presented with two advertisements of a GoPro camera in a Facebook context. The product recommendations in the advertisements differed in tie strength, that is, the amount and type of recommendations by close Facebook friends (strong ties) and other... Mehr ...