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The Behavior of Word of Mouth on Facebook

As the number of users grows, more and more companies and brands use Facebook to shape their own images. What they want is ¡§Word of Mouth (WOM). However, each user has his/her own characteristics, and it might affect the WOM activities on Facebook. This research try to (1) explore the traits of WOM on Facebook, (2) find users¡¦ motivations of WOM behaviors on Facebook, (3) figure out what kind of characteristics might influence the WOM activities on Facebook, and (4) find some situational factors that have impacts on WOM activities on Facebook.
The results show that (1) users who have high needs of uniqueness likes to share WOM to out-group members, (2) users prefer to share non-business messages and the messages which are related to their own benefits, (3) users with different characteristics have different motivations of WOM activities on Facebook.
Keywords: Word of Mouth, Facebook, Characteristics, Situational Factors, Focus-group Interview, On-line Survey, social network site.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825111-025436
Date25 August 2011
CreatorsFu, Pei-wen
ContributorsChih-jen, Wang, Chi-cheng, Wu, Yi-fen, Liu
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825111-025436
Rightsunrestricted, Copyright information available at source archive

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