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|Other Titles:||The Effects of Electronic Word-of-Mouth Marketing Communication via Social Networking Service - Facebook|
Electronic Word-of-mouth;Facebook;Field experiment;Social capital;Social networking service
|Issue Date:||2016-11-07 15:45:12 (UTC+8)|
It becomes so popular that more and more people get news and collect product information from social networking services such as facebook to socialize, exchange, and communicate with friends or online friends. 'Social capital' which has been a research issue considered to be the key factor how individuals maintain and develop their social relationships, and further affect others' buying behavior. This research provides a way to understand the performances of electronic word-of-mouth via social networking services - facebook, employing field experiments, survey, and embedded Google analytics to examine and calculate its effects, and further to reveal its managerial implication.
|Relation:||廣告學研究, 38, 23-49|
|Appears in Collections:||[廣告學研究] 期刊論文|
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