Paper ID

1723

Paper Type

short

Description

To enhance the interaction among the individuals, the “help-request marketing campaigns”, in which participants need to ask their friends for help to win the attractive prizes, are increasingly adopted by online merchants. However, due to the diffusion of responsibility, participants who simply conduct undirected requesting in SNS groups are not likely to obtain positive feedback from their group members. Our experimental results demonstrate that requesting with tagging is effective in enhancing the perception of both sub-dimensions of responsibility, and that their effects are highly contingent upon the relational closeness between the requester and the recipient. Moreover, the perception of both sub-dimensions of responsibility further shapes the behavioral responses of recipients. The study is at this current stage of main experiment, and both theoretical and practical implications of the findings are expected.

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Avoiding the Diffusion of Responsibility in SNS Group: An Investigation on Responses to Help-Requests during Online Marketing Campaigns

To enhance the interaction among the individuals, the “help-request marketing campaigns”, in which participants need to ask their friends for help to win the attractive prizes, are increasingly adopted by online merchants. However, due to the diffusion of responsibility, participants who simply conduct undirected requesting in SNS groups are not likely to obtain positive feedback from their group members. Our experimental results demonstrate that requesting with tagging is effective in enhancing the perception of both sub-dimensions of responsibility, and that their effects are highly contingent upon the relational closeness between the requester and the recipient. Moreover, the perception of both sub-dimensions of responsibility further shapes the behavioral responses of recipients. The study is at this current stage of main experiment, and both theoretical and practical implications of the findings are expected.