Effects of EWOMs on Facebook：Self-construal as the Moderato
Date Issued
2015
Date
2015
Author(s)
Kuo, Yun-Kai
Abstract
With the growing user base of social network sites, social network sites become an important channel of advertising. Website members can easily spread ads to other members by clicking the “like” button. This study explored factors that influenced the effects of ads on Facebook. Receivers might generate different attitudes and behaviors toward the ad due to their different self-construals, different types of advertising review and different senders. Self-construal (independent self-construal vs. interdependent self-construal) refers to how individuals understand the relationship between others and self: the independent self-construal individuals usually strive to express their uniqueness while the interdependent self-construal individuals see themselves as a part of a social group. Therefore, we examined how self-construal, directions of EWOM, and ties strength affect our dependent variables: intention to click, attitude toward the ad, product attitude, and purchase intention on Facebook. Furthermore, we also explore whether self-construal moderates the effects of directions of EWOM and ties strength. Experiments were conducted with a 2(directions of EWOM: positive/negative) × 2(self-construal: interdependent/independent) and a 2(ties strength: strong tie/weak tie) × 2(self-construal: interdependent/independent) between subjects respectively. The empirical results revealed that the effects of directions of EWOM are positively moderated by self-construal such that directions of EWOM work better for interdependent individuals than independent ones. Besides, the effects of ties strength are also moderated by self-construal. For interdependent individuals, strong ties have stronger impact on product attitude and purchase intention than weak ties; whereas for independent ones, weak ties have stronger impact on product attitude and purchase intention. The findings of this study help advertisers develop personalized marketing strategies on Facebook.
Subjects
Ties strength
self-construal
attitude toward the ad
purchase intention
social network site
Internet marketing
Type
thesis
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