KOREASCHOLAR

The Social Network System (SNS) has possesses unique characteristic which distinguish it in important ways from traditional communications environment because the social network system allows a fundamentally different environment for communication marketing activities. The traditional marketing communications model was uni-directional, due to the fact that mass communication is a one-to-many process whereby a company transmits content through a medium to a large group of people. Today, communication paradigm has shifted online and is many to many, known as a bi-directional strategy. Bi-directional strategy mediates communications model in which 1) consumers can interact with the medium and with each other, 2) companies can provide content to the medium and interact with each other, 3) companies and consumers can interact, and in the most radical departure from traditional marketing environments to determine how brand relationship is affected. In this paper, we use the social network system as a new marketing communication medium. We use the key Mohr & Nevin’s communication strategies: frequency, direction, content, and modality to measure communication quality, and then implement communication quality by using the attitude and e-WOM intentions. Rich understanding of SNS communication quality can help focus the managerial efforts on vital communication factors, which stimulate positive assessments of communication behaviors. Furthermore, practitioners may better understand which dimensions of communication facets/aspects are more appropriate

• Kyounghee Chu(Korea University, Republic of Korea)
• Doo-Hee Lee(Korea University, Republic of Korea)
• Grace Yeunhe Kim(Korea University, USA)
• Ji Yoon Kim(Korea University, Republic of Korea)