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http://dx.doi.org/10.15207/JKCS.2019.10.7.109

Advertising effects of tendency of Facebook user's writing 'comment' and the number of 'like' in posting  

Park, Euna (Department of Psychology, Daegu University)
Jee, Yong-Hyen (Department of Psychology, Daegu University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.7, 2019 , pp. 109-114 More about this Journal
Abstract
This study explored how the tendency of writing 'comment' by Facebook users and the number of 'like' in posting message affected to product attitude, purchasing intention. One hundred thirty five male and female college students were divided into groups with high/low tendency of writing 'comment'. The subjects had to read posting message about athlete shoes on Facebook's newsfeed, different from the conditions under which the 'like' in the posting was high and low. Then, they were responded product attitude and the intention of purchasing. The results of two-way ANOVA showed that the users with low tendency of writing 'comment' displayed more positive product attitude and higher willingness to purchase under condition with a high 'like' number of posting than under condition with a low 'like' number of it.
Keywords
SNS; Facebook; Tendency of writing 'comment'; Product attitude; Purchasing intention;
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