Azizah, Nurul (2017) The Influence Of Intimacy, Task Orientation, Dominance, And Informality Toward The Perceived Trust-Ability And Quality Of Product Comment On Socil Media : Environmental Uncertainty And Comment Involve. Magister thesis, Universitas Brawijaya.
English Abstract
Web 2.0 based social media, such as Facebook, Twitter, et cetera, has become a popular platform for consumers to look for required information. In current social media era, ease of access of internet has promoted utilization of WOM through facebook, which is titled social WOM (sWOM) in current study. As a consequence, sWOM has become a prevalent tool for practitioners to take it as an effective marketing tool. However, ease of interactive nature of social media which differs from physical and Web 1.0 based internet environments may make effective ways of applying WOM for marketing promotion purposes in se two environments inapplicable. In current research, an attempt is refore conducted to explore predicting variables of perceived trust-ability and quality of product comment on social media. A number of variables related to Social Information Processing (SIP), such as intimacy, task orientation, dominance and informality, are drawn and hypo sized to affect perceived trust-ability and quality of product comment on social media through a number of mediators which borrows of Uncertainty Reduction (UR) ory, se are environment uncertainty and comment involvement. scales are adapted from prior literature and a back-translation technique is used to compose questionnaire. Data are n collected in ei r private and national university while smart-PLS 3 version and SPSS 23 version are used to analyze collected data. result show SIP affordable to explain relevance of each variable, so do UR ory. Which SIP and UR have a greater impact toward quality of product comment ra r than trust-ability of product comment. Since, most of people still perceived trust when interaction directly, as called face to face. Fur rmore, oretical and managerial implications are discussed while future research directions are outlined as well. current research is one of pioneer works in ways applying oretical concept in eWOM to development perceived trust-ability and quality of product comment on Facebook.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.872/AZI/t/2017/041702864 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.872 Telemarketing and direct marketing |
| Divisions: | S2/S3 > Magister Administrasi Bisnis, Fakultas Ilmu Administrasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 04 Apr 2017 09:53 |
| Last Modified: | 16 Dec 2020 04:50 |
| URI: | http://repository.ub.ac.id/id/eprint/160038 |
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