WHO ARE FANS OF FACEBOOK FAN PAGES? AN ELECTRONIC WORD-OF-MOUTH COMMUNICATION PERSPECTIVE

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ID: 82725
2014
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Abstract
Given its great business value and popularity, Facebook fan pages have attracted more and more attention in both industry and academia. Fans of Facebook fan pages play an important role in electronic word-of-mouth (eWOM) communication. This study focused on the population of fans on Facebook fan pages and examined the differences between fans and non-fans in terms of demographics, social network sites (SNS) use, Internet use, and online shopping behaviors. The results indicated that fans used SNS more frequently than non-fans. Additionally, from the eWOM perspective, the researchers moderated product types in the model of people’s word-of-mouth (WOM) preferences and found that people had different preferences for eWOM and traditional WOM for different products. Traditional WOM is still the most important source of information for people when shopping online.
Reference Key
hu2014whointernational Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Hu, Xiao;Ha, Louisa;Mo, Simeng;Xu, Ying;
Journal international journal of cyber society and education
Year 2014
DOI
DOI not found
URL
http://academic-pub.org/ojs/index.php/IJCSE/article/view/1156
Keywords
Medicine Information technology Technology Science Agriculture (General) general works business education (general) building construction management. industrial management computer engineering. computer hardware bibliography. library science. information resources

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