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題名 On electronic word-of-mouth diffusion in social networks: curiosity and influence
作者 Fang, Yu-Hui
Tang, Kwei
唐揆
Li, Chia-Ying
Wu, Chia-Chi
貢獻者 企管系
關鍵詞 social network; word-of-mouth; curiosity; influence; exploration
日期 2018
上傳時間 6-Nov-2018 14:53:43 (UTC+8)
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.
關聯 INTERNATIONAL JOURNAL OF ADVERTISING, 37(3), 360-384
資料類型 article
DOI http://dx.doi.org/10.1080/02650487.2016.1256014
dc.contributor 企管系
dc.creator (作者) Fang, Yu-Hui
dc.creator (作者) Tang, Kwei
dc.creator (作者) 唐揆
dc.creator (作者) Li, Chia-Ying
dc.creator (作者) Wu, Chia-Chi
dc.date (日期) 2018
dc.date.accessioned 6-Nov-2018 14:53:43 (UTC+8)-
dc.date.available 6-Nov-2018 14:53:43 (UTC+8)-
dc.date.issued (上傳時間) 6-Nov-2018 14:53:43 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/120821-
dc.description.abstract (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.en_US
dc.format.extent 130 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) INTERNATIONAL JOURNAL OF ADVERTISING, 37(3), 360-384
dc.subject (關鍵詞) social network; word-of-mouth; curiosity; influence; exploration
dc.title (題名) On electronic word-of-mouth diffusion in social networks: curiosity and influenceen_US
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1080/02650487.2016.1256014
dc.doi.uri (DOI) http://dx.doi.org/10.1080/02650487.2016.1256014