KOREASCHOLAR

EXAMINING THE DETERMINANT OF INFORMATION ACCEPTANCE : E-WOM ON YOUTUBE MOBILE APPS

Nurrani Kusumawati, Mustika Sufiati Purwanegara, Ayu Indriani Martawilaga
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/351858
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
pp.1538-1534
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The Youtube mobile app can be seen as the Electronic Word of Mouth (E-Wom) platform since it could spread both in positive of negative review about some products. The Haul video on youtube is one of the most popular content in comparing some fashion items. This research aim is to elaborate the determinant of Information Acceptance on E-wom Youtube Mobile app. Interview and questionnaires were applied on gathering the data. The respondent number on questionnaires survey is 350 participants. The analysis used Multi regression analysis to find relationship among Information acceptance with argument quality, source attractiveness, source credibility and source style. The result said that all independent variable (argument quality, source attractiveness, source credibility and source style) have relationship to Information acceptance.

Keyword
e-WOMappYouTubeinformation acceptancemarketing
Table Content
ABSTRACT
 Introduction
 Literature Review
  Youtube Mobile Apps
  Haul video
 Electronic Words of Mouth - Information Acceptance
 Methodology
 Result and Analysis
  Validity and Reliability Test
  Relationship between Variables
 Conclusion and Recommendation
 References
Author
  • Nurrani Kusumawati(Bandung Institute of Technology, Indonesia)
  • Mustika Sufiati Purwanegara(Bandung Institute of Technology, Indonesia)
  • Ayu Indriani Martawilaga(Bandung Institute of Technology, Indonesia)