A study on the strength and harmony of ties on contribution to a purchase decision.

• Main Authors: Teo, Marianne Wei Lin., Cheong, Wai Kit., Liu, Elisa Wen Bin.
• Other Authors: Tan Brian Roy
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behaviour
• Online Access: http://hdl.handle.net/10356/35473
• Institution: Nanyang Technological University

The true nature of tie strength has been contentiously debated in the literature, with findings showing that the stronger the characteristics of tie strength, the more valuable the relationship (Triandis, Bontempo, Villareal, Asai, & Lucca, 1988). However, other findings have shown that the contribution of weak ties can be much greater than perceived (Granovetter M. , 1983). This study attempts to make sense of the differences in findings in the literature by testing the effects of strength and harmony of ties on the relationship between actual and perceived contribution. Results from this study found that harmony of ties significantly influenced how actual contribution was perceived and that family membership actually reduced the perception of actual contribution. As such, both views that strength of ties are valuable in a relationship and that weak ties are important are supported. While the initial stance of the literature might seem opposing in nature, this study shows that both views can be reconciled together. Effectively, the significant findings of influence of family membership on perceived contribution support Granovetter’s argument for the strength of weak ties, while findings, showing that harmony positively moderates the relationship between actual and perceived contribution support arguments pertaining to the importance of harmonious (strong) ties.