A Study on the Influencing Factors of Positive Word of Mouth of Social Media Brand

• Main Authors: Jia-Yao Chung, 鍾佳瑤
• Other Authors: None
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/25700113203482045122

碩士 === 國立高雄第一科技大學 === 資訊管理系企業電子化碩士班 === 102 === This study takes the social media brand LINE as an example. Given the intense competition among the social media, the results indicated that the “trendy, influential and successful” dimension of brand personality influenced customers’ brand preference for the social medium LINE. In addition, this study shed new light on the customer equity framework in that customer satisfaction is enhanced through an integrated service experience. The results of this study indicate that the product is tangible, but the service is invisible, only the experience was memorable. Therefore, service providers should build a memorable brand experience in order to create sustained satisfaction, and customers’ satisfaction with and trust in the LINE brand do not promote their intention for positive WOM communication; customers are more willing to spread positive WOM when their satisfaction or trust is converted into commitment to the social medium, and they will be more inclined to maintain a long-term and close relationship with the service providers. The results also confirmed user’s positive WOM communication because it highlights self-construal as one important construct in leaving the community more successful in social media.Because users with interdependent self-construal will more concentrate on the social media brands, thus improving and maintaining the social media brand&;apos;&;apos;s usage.