教師資料查詢 | 類別: 期刊論文 | 教師: 方郁惠 Yu-hui Fang (瀏覽個人網頁)

標題:On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and Influence
學年105
學期1
出版(發表)日期2016/11/22
作品名稱On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and Influence
作品名稱(其他語言)
著者Yu-Hui Fang
單位
出版者
著錄名稱、卷期、頁數International Journal of Advertising 37(3), p.360-384
摘要The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosity and influence in SNS users’ decisions to adopt eWOM and to pass it along to their contact groups. Two forms of curiosity, specific and diversive, are proposed to initiate specific exploration (consistency checking and knowledge-based validation) and diversive exploration (referral visit behavior), and eventually, adoption and pass-along behavior. In addition, SNS influence, formed by maven, persuasiveness, and connectivity, is proposed as a moderator affecting information diffusion. The proposed framework is empirically validated using the data collected from online surveys of 590 Facebook users. Implications for theory and practice are also discussed.
關鍵字social network;word-of-mouth;curiosity;influence;exploration
語言英文(美國)
ISSN
期刊性質國外
收錄於SSCI;
產學合作
通訊作者Yu-Hui Fang
審稿制度
國別美國
公開徵稿
出版型式,電子版,紙本
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