کد مقاله کد نشریه سال انتشار مقاله انگلیسی ترجمه فارسی نسخه تمام متن
4957734 1364773 2017 16 صفحه PDF ندارد دانلود کنید
عنوان انگلیسی مقاله
New gratifications for social word-of-mouth spread via mobile SNSs: Uses and gratifications approach with a perspective of media technology
ترجمه فارسی عنوان
برآوردهای جدید برای گفتگوهای اجتماعی از طریق SNS های تلفن همراه: رویکرد استفاده و تقدیر با نگاهی به تکنولوژی رسانه ای
کلمات کلیدی
کلمه ای از دهان اجتماعی؛ سایتهای شبکه اجتماعی موبایل؛ برنامه فیس بوک؛ استفاده و قدردانی؛ انگیزه؛
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر شبکه های کامپیوتری و ارتباطات
چکیده انگلیسی

•We adopt the U&G approach with a media technology perspective to explore factors affecting sWOM in mobile SNSs.•We explore sWOM motivations based on sequential qualitative and quantitative methods.•New gratifications for spreading sWOM are revealed through a media technology perspective.•Classification of sWOM sender types helps design marketing campaigns to encourage sWOM via mobile SNSs.

Media technology may shape consumers’ new motivations for disseminating social word-of-mouth (sWOM) via mobile social networking sites (SNSs). Most previous literature, however, has discussed sWOM motivation from a social psychology perspective but has neglected the perspective of media technology. This study adopts the uses and gratifications (U&G) approach with a perspective of media technology to explore consumers’ motivations for disseminating sWOM in mobile SNSs based on sequential qualitative and quantitative methods. The exploratory findings in the qualitative study form the basis for the quantitative study survey research. The results demonstrate that not only are social benefits, social enhancement, economic incentives, and message intrigue the factors driving consumer sWOM intention in mobile SNSs, but also that immediate social affective communication and the motivation to offer immediate information support, which are novel in WOM literature, are revealed through technology affordances of media. Further, based on weights of our sWOM motivations, this study classified disseminators of sWOM through mobile SNSs, suggesting that managers can design different marketing campaigns to encourage sWOM intention. This study originally provides a much-needed complete description of the motivations affecting consumer sWOM intention in mobile SNSs.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Telematics and Informatics - Volume 34, Issue 4, July 2017, Pages 382-397
نویسندگان
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