KOREASCHOLAR

Social media as an online channel for sharing and participating can play an important role for many marketing activities. Social media can be especially influential in word of mouth (WOM) communication as the focus of it is the sharing of information regarding consumers’ product experiences. To use social media as a marketing tool, identifying the relationship between message sender and receiver (the strength of social tie) is important in the viral marketing campaign context. Also, the effects can be influenced by message type, and consumers’ situational context. Therefore, the study examines the consumers’ intention to share advertising message with others in social media focusing on the strength of social ties (strong vs. weak tie) between message receivers and senders. The authors hypothesize that participants’ intention for sharing will be higher for the message recipients of strong tie than of weak tie. Especially, the sharing intention, for strong tie than for weak tie, will be higher when there is a match between message type (visual vs. text) and consumers’ purchasing context (close vs. far distance). The study used 2(temporal distance: close vs. distant) x 2(message type: text vs. picture) x 2 (close friends, vs. general public) design with the first two factors as between –subject factors and the last factor as a within-subject factor. A total of 107 student subjects participated in an experiment. They were recruited from a private university, in Seoul, in exchange for extra credit. The participants’ average age was 22 (SD=2.72) and 58 percent of them were males.

• Yung Kyun Choi(Dongguk University, Republic of Korea)
• Sukki Yoon(Bryant University, USA )