Abstract
Building upon studies on the information diffusion theory of a viral marketing survey, this study aims to understand the effect of young Chinese students’ online information sharing behavior on online brand community and determine the relationship among telepresence, flow-attention focus, flow-perceived enjoyment and electronic word-of-mouth depending on the level of the foreign students’ Korean language proficiency. Here, 178 valid data are obtained from an online survey of social networking service users who live in Korea and are experienced in using online movie brand communities. SmartPLS 2.0 is utilized to determine the relationship between variates. Statistical analysis shows that telepresence is applicable to the Chinese students’ online perceived enjoyment and attention focus, which both positively affect trust and movie information sharing behavior. Language proficiency has a significant moderation effect on the model. This study offers insights toward attaining a better understanding of online communication behaviors and establishing marketing strategies that are extendable to young Chinese students staying in Korea. This finding helps movie distributors to develop effective foreigner-inclined information diffusion strategies. This study contributes to the impact factor on consumer information sharing behavior and adds language proficiency as a moderator to determine consumer behavior.
Highlights
A social networking service (SNS) provides a two-way communication opportunity as an effective marketing channel
The findings indicate that telepresence is significantly related to perceived enjoyment (β = 0.48, p < 0.001) and attention focus (β = 0.48, p < 0.001)
The results show the effect of perceived enjoyment on trust (β = 0.38, p < 0.05) and attention focus on trust (β = 0.16, p < 0.005)
Summary
A social networking service (SNS) provides a two-way communication opportunity as an effective marketing channel. SNS has become a popular communication mechanism between users and retailers. 81.6% of population use SNSs, such as Facebook and Instagram [1]. With the emergence of diverse SNSs, the acquisition or exchange of information by users has been facilitated, thereby building and reinforcing interrelationships [2]. An SNS offers distributors a chance to provide product information and build relationships with their consumers in an online environment [3]. Movie distributors use SNSs to offer differentiation services to different consumer segments. CGV, Lotte Cinema and Megabox, which are three major movie distributors in Korea, have their own SNS brand pages and manage their consumers through online communication behavior
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