PACIS 2019 Proceedings


More and more merchants carry out SNS marketing campaigns to promote products. The existing research about SNS marketing campaigns mainly focuses on how to identify and lure the influential requesters, whereas recipients’ participation has been largely overlooked. To figure out the motivations of helping others in the context of SNS marketing campaigns, we proposed to conduct a field experiment to investigate how request directionality and relational closeness between requester and recipient influence perceived causality and perceived answerability that finally shape recipient’s behavioral responses toward a help-request. The study is at this current stage of main experiment, and both theoretical and practical implications of the findings are expected.