Abstract
This study empirically examines the accessibility and diagnosticity differences of evaluative memory and discrete factual memory information for SNS message directivity and brand knowledge levels. The results indicate that there are greater positive SNS messages and levels of brand knowledge from discrete factual memory information, but there is less diagnosticity. With respect to negative SNS messages and high levels of brand knowledge, the accessibility and diagnosticity of discrete factual memory information are greater. Additionally, the condition of positive SNS messages and low levels of brand knowledge showed higher accessibility to evaluative memory information than discrete factual memory information; however, there was no difference in diagnosticity between the two types of memory information. The condition of negative SNS messages and low levels of brand knowledge showed greater accessibility to evaluative memory information than discrete factual memory information, but no difference was evident between the two types of diagnosticity.
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