KOREASCHOLAR

THE INFLUENCE OF INFORMATION SOURCE CHARACTERISTICS OF SNS ON ONLINE CSR eWOM ACCEPTANCE AND ATTITUDES TO THE COMPANY

Hyijae Song, Ha Youn Kim, Yuri Lee
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/314937
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.365-370
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The expertise, trustworthiness and attractiveness of the information source all positively influence information recipients’ eWOM (Electronic Word-of-Mouth), acceptance of CSR messages, as well as their attitudes to the company.

Keyword
information source characteristicSNSonline CSReWOMattitude to the company
Author
  • Hyijae Song(Seoul National University, Republic of Korea)
  • Ha Youn Kim(Seoul National University, Republic of Korea)
  • Yuri Lee(Seoul National University/Research Institute of Human Ecology, Republic of Korea)