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http://dx.doi.org/10.5859/KAIS.2020.29.2.71

An Exploratory Study on the Effects of Psychological Distance and Message Type on Word-of-Mouth in Firm's Facebook  

Lee, Seongwon (아주대학교 의료정보학과)
Publication Information
The Journal of Information Systems / v.29, no.2, 2020 , pp. 71-94 More about this Journal
Abstract
Purpose With the development of Social Network Service(SNS) and mobile devices, many companies have been using the Facebook as a Word-of-Mouth(WOM) channel. This study examines the effects of psychological distance and message type on WOM using the Facebook's real messages. And the moderating effect of the message type on the relationship between psychological distance and WOM was also analyzed. Design/methodology/approach A content analysis was used as a research method. A total 7,483 messages were collected from 50 companies' Facebook Fanpage (based on the ranking of socialbakers.com) and content analysis was conducted using human coding. As the influencing variables, the message type and psychological distance and the number of 'Likes', 'Share', and 'Comment' were used as the dependent variable. The R3.4.4 was used to perform descriptive statistics, cross-tab analysis, and analysis of variance(ANOVA). Findings First, a larger proportion of Facebook messages have close psychological distance for all message types(information, advertisement, event, and customer relationship). Second, 'Like' and 'Comment' number were significantly higher in messages of close psychological distance. Third, the effects of psychological distance on 'Like', 'Share', and 'Comment' number were different according to message type. However, 'advertisement' message type had significantly more numbers for all WOMs('Like', 'Share', and 'Comment') in messages with close psychological distance.
Keywords
Social Network Service; Psychological Distance; Message Type; Word-of-Mouth; SNS Marketing; Content Analysis;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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