著者

蘇 文

出版者

北海道大学大学院国際広報メディア・観光学院

雑誌

国際広報メディア・観光学ジャーナル

巻号頁・発行日

vol.18, pp.157-176, 2014-03-18

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A major challenge in many word-of-mouth marketing campaigns is the cost-effective identification of opinion leaders. Although, opinion leaders exert influence on the other consumers, they also get influenced by other consumers. From this point, we attempt to explain their mutual influence from a social network perspective. In this paper, opinion leaders were elicited from social media of china by measuring their six structural indexes of social network analysis. 703 effective samples were collected to verify the hypotheses. The findings show that: (a) About 15% of the members are opinion leaders. They are holding almost all the communication channels, which more than the channels that other members hold. (b) Opinion leader plays an important role as connecting different relation groups which have not mutual relations (c) Opinion leader is actively accessing original information, they disseminate the information in the preceding period of information dissemination process.

著者

蘇 文

出版者

Hokkaido University(北海道大学)

巻号頁・発行日

2015-06-30

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著者

蘇 文

出版者

北海道大学大学院国際広報メディア・観光学院 = Graduate School of International Media, Communication, and Tourism Studies, Hokkaido University

雑誌

国際広報メディア・観光学ジャーナル

巻号頁・発行日

vol.16, pp.85-104, 2013-03-20

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The purpose of this paper is to examine the influence of message sources on the credibility of electronic word of mouth. Data were collected via internet questionnaires, and 194 eff ective samples were collected to verify the hypotheses of this study. Through three empirical studies on China's Sina-Weibo, We found out which message sources are most trusted by customers. We also used the elaboration likelihood model to examine the change of credibility of eWOM with trustworthy source cues or not. In addition, we investigated the extent of the eff ect from source trustworthiness, as well as professional and familiarity of source. Based on our survey, we found that message source has significant impact on the credibility of electronic word of mouth. According to the results of this paper, we discussed the implications for research and practice.