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    題名: On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and Influence
    作者: Yu-Hui Fang
    關鍵詞: social network;word-of-mouth;curiosity;influence;exploration
    日期: 2016-11-22
    上傳時間: 2018-03-02 12:13:23 (UTC+8)
    出版者: Taylor & Francis
    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), p.360-384
    DOI: 10.1080/02650487.2016.1256014
    顯示於類別:[會計學系暨研究所] 期刊論文

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