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http://dx.doi.org/10.7838/jsebs.2013.18.2.111

The Impact of Opinion Leadership on the Attitude Change by the Direction of Word-of-Mouth under the Online Social Networking Service Environment  

Suh, Bomil (Sookmyung Women's University, Division of Business Administration)
Park, Ji Hye (Korea Industrial Development Institute, Management Technology & Information Department)
Publication Information
The Journal of Society for e-Business Studies / v.18, no.2, 2013 , pp. 111-130 More about this Journal
Abstract
As the number of online social networking service (SNS) users is increasing, various efforts are being deployed to take advantage of SNS from the perspective of business and management. Especially, researches in the field of marketing such as word-of-mouth (WOM) effect have been actively conducted. This paper examined the impact of the SNS messages of users' friends on the users' attitude and the moderating effect of the friends' opinion leadership on the WOM effect. Fifty-one Facebook users responded to the questions on their four friends each. Regression analyses showed that there existed WOM effect under the SNS environment and the opinion leadership of the message creators positively moderated the WOM effect. We discussed the contributions and implications of this study.
Keywords
Social Networking Service (SNS); Word-of-Mouth (WOM) Effect; Opinion Leadership; Moderating Effect;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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