Factors influencing the social networking service user’s value perception and word of mouth decision of corporate post with special reference to the emotional attachment

Abstract

This study deals with the subjects considering the social networking service (SNS) user's `social knowledge value perception', and `decision to word of mouth (WOM) of the corporate SNS post'. Cases of corporate management and marketing utilizing SNS have been increasing recently. Therefore researcher is trying to confirm the SNS user's value perception of social knowledge has an effect on the decision of the word of mouth and information sharing of the corporate post. In addition, researcher has determined that the person in charge of the company is to make the management and this is very important. Thus, researcher has proposed a research model of the social knowledge value perception and WOM decision variable, include several precedents variables of user's personal value factors like an emotional attachment, self-esteem, self exposure. Results of this study, the SNS user has recognized the value of social knowledge through the emotional and personal factors. And it was found to decided WOM by the mediating its perception. This was supported in the same way comparisons between groups. These results have an implication, that there is need to managing a service company to make the business and marketing the SNS is in mind the emotional and personal factors and the social knowledge recognition of the SNS user. That is person in charge of the corporate SNS site must understand the relationship of WOM decision of user and their various perception in personal and social sides. As a result, active minority user group deliver actively positive corporate message to a large number of other user groups. Therefore, the utilization of the SNS like these method, it is expected to become an important tool in order to carry out marketing activities and management of the company. Researcher confirmed the model fits and paths analysis of personal and social value factor model through the structural equation modeling. Researcher could identify that the emotional attachment and other personal factors and social knowledge value perception factors affected the WOM decision of social media corporate post. Finally, the results of study are expected to contribute to deal with the importance of emotional perception, social knowledge value perception, and WOM decision of SNS practically.