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http://dx.doi.org/10.29214/damis.2019.38.2.011

A Study on Development of Measurement Tools for Word-of-Mouth Constraint Factors - Focusing on SNS Advertising -  

Yun, Dae-Hong (The Research Institute of Knowledge Service and Consulting, Dong-A University)
Publication Information
Management & Information Systems Review / v.38, no.2, 2019 , pp. 209-223 More about this Journal
Abstract
The purpose of this study was to stimulate the online word-of-mouth advertising by developing the concept of word-of-mouth constraint factors and measurement tools in connection with the SNS advertising on social networks. To achieve the objective of this study, this study was conducted in 3 phases. First, the exploratory investigation(target group interview, in-depth interview, and expert interview) was performed to determine the concept and scope of the word-of-mouth constraint based on literature study and qualitative investigation method. Second, the reliability and validity of the measurement questions were verified through the survey in order to refine the developed measurement items. Third, the predictive validity of measurement items was verified by examining the relationship with other major construct concept for which the developed measurement items were different. Based on the results of study, 6 components and a total of 23 measurement questions for those components were derived. Each was called intrapersonal and interpersonal constraint(psychological sensitivity, compensatory sensitivity, and other person assessment), structural constraint(reliability, informativity, and entertainment). We developed the measurement questions related to word-of-mouth constraint based on qualitative study and quantitative study and holistically examined the social and psychological, environmental interruption factors acting as the word-of-mouth constraint factors for SNS advertising in terms of SNS achievements and evaluation from the perspective of word-of-mouth constraint. The results will lead to creation of basic framework for systematic and empirical research on the online word-of-mouth constraint and to achievement of effective SNS word-of-mouth advertising.
Keywords
SNS Advertising; Word-of-Mouth Constraint Factors; Intrapersonal Constraint; Interpersonal Constraint; Structural Constraint;
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