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http://dx.doi.org/10.14400/JDC.2015.13.9.115

The influence of Instagram's posts information attributes on acceptable intentions and word of mouth effect: focusing on college student in South Korea and the United states  

Park, Se-June (Dept. of International Trade, Soongsil University)
Cho, Seung-Ho (Dept. of Global Commerce, Soongsil University)
Publication Information
Journal of Digital Convergence / v.13, no.9, 2015 , pp. 115-128 More about this Journal
Abstract
As generation of Web 2.0 comes in, enormous information of corporation from various platform are being produced. However, corporations should understand features of each platform and appropriate strategies in order to attract the public in the midst of such flood of information. Numerous studies have been conducted regarding SNS which has grown rapidly in recent but a study relating a specific medium is relatively in short. So this study analyzed how information of Instagram bulletin board is accepted in perspective of consumer in Korean and America, We examined the relationship between intention of acceptance and Word Of Mouth effect through meditating effect of information usefulness. To answer the research question, we conducted online survey with Korean and USA college students. The result showed that usefulness of the information was shown to the major intermediary variable between the information characteristics of bulletin board and the intention of acceptance intention and Word Of Mouth(WOM).
Keywords
Instagram; Information characteristics of bulletin board; Usefulness of the information; Intentions of Acceptance; Effect of Word Of Mouth(WOM); Technology and Marketing;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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