| Summary: | 博士 === 國立清華大學 === 科技管理研究所 === 105 === Word-of-mouth communication (WOM) is considered as an important issue for marketing researchers. Nowadays, because of the increasing trend of the mobile commerce, more and more marketers also notice the power of mobile-social word-of-mouth marketing. Through the positive WOM to influence other potential customers has been considered as an effective marketing mode. As more and more marketers incorporate social media as an integral part to align engagement strategy in consumers' electronic WOM (e-WOM), the mobile-social word-of-mouth marketing has emerged.
However, in the context of mobile-social WOM, it is still not clear how these factors works and only limited research has been published regarding e-WOM communication on social media, and few studies explore the effects of check-in service and to investigate this scope at the perspective of mobile advertising elements toward advertising effect.
Hence, this dissertation intends to explore the roles and influences of mobile word-of-mouth marketing in social media community. Also, by studying the influences of mobile-social word-of-mouth marketing, this dissertation will recruit mobile and online social media respondents, and divide into three studies. Study 1 investigates the determinants of consumers' intention to share marketing information on the social media. The results suggest that tie strength, contents with utilitarian value and hedonic value, characteristic of the audiences and transmission channel affects the willing to share information significantly. This study also intends to produce findings that deserve considerable attention from marketers seeking to implement e-WOM campaigns on social media. Study 2 focuses on the effects of SoLoMo features during check-in, the results indicate that self-disclosure, expressive support, and self-congruity positively relate to utilitarian value; instrumental support positively relates to hedonic value; and both hedonic and utilitarian values positively relate to continuance intention and re-patronage intention. However, sales promotion has no significant influence on both hedonic and utilitarian check-in values. These findings provide managerial implications for practitioners who want to design check-in services to attract or communicate with consumers. Study 3 investigates that the four main factors (entertainment, infrmativeness, credibility and personalization) of mobile advertising toward advertising effect are discussed under different context of product type (search/ experience product). The results show that among higher proportion of all main attributes in SoLoMo communication, search products will generate higher advertising effect than experience products. Finally, the implications of the findings from three studies for both academic and practitioner are discussed.
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