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http://dx.doi.org/10.14400/JDC.2014.12.8.67

A Cross-Cultural Study of the Product Opinion Leaders' Communication Activity on Facebook  

Cho, Seung Ho (Dept. of International Commerce, Soongsil Univeristy)
Cho, Sang-Hoon (Dept. of Statistics and Actuarial Science, Soongsil Univeristy)
Publication Information
Journal of Digital Convergence / v.12, no.8, 2014 , pp. 67-76 More about this Journal
Abstract
In this study, we investigated opinion leaders' communication activities on Facebook and analyzed the differences of communication patterns on Facebook between Korean and US college students. As a primary source of information, we conducted an online survey to collect data from students currently enrolled at two different universities in US. Additionally, we utilized online survey data previously collected from Korean students. According to our analysis, we found that US male students had more active opinion leadership than Korean male students. Also, opinion leadership of Korean students' was significantly associated with both active and passive communication patterns on Facebook whereas opinion leadership of US students' was significantly associated with passive communication patterns.
Keywords
Facebook; Cross-cultural Study; Korea & US; Product opinion leadership; SNS(Social Network Service); Viral marketing;
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Times Cited By KSCI : 1  (Citation Analysis)
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