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An Empirical Investigation OF Social Networking SItE Patronage and the Perceived credibility of product claims |
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| รหัสดีโอไอ | |
| Creator | 1. Alexander Josiassen 2. Megan Willis 3. Jillian Hamill 4. Courtney Holmes 5. Luvna Munisamy 6. Nella Ortisi 7. Melissa Popovski |
| Title | An Empirical Investigation OF Social Networking SItE Patronage and the Perceived credibility of product claims |
| Publisher | Asian Forum on Business Education (AFBE) |
| Publication Year | 2553 |
| Journal Title | AFBE Journal |
| Journal Vol. | 3 |
| Journal No. | 2 |
| Page no. | 232 |
| Keyword | Social Networking,Patronage |
| ISSN | 2071-7873 |
| Abstract | Sites such as Twitter, Facebook and MySpace, have grown in popularity in recent years. They draw large numbers of users encouraging them to connect with others on the site, create and engage in social groups, share information and make available images, music and video footage. This study looks at the effects of on-line interaction through social networking sites (SNS) through investigating the relationships between the frequency of use of SNS and the users view on how credible the information presented on the site is as a source of product-related information. It further investigates whether the users level of education and age impact on this relationship. Finally, the impact of these constructs in the context of SNS is tested for their impact on consumers' propensity for recommending the product to their social network. This study reports the findings of an empirical study which sources data from 263 Australian respondents. Finally, the implications for marketing theory and practice are discussed. |
