Increasing individuals' involvement and WOM intention on Social Networking Sites: Content matters!

Jung Won Chun, Moon J. Lee

Research output: Contribution to journalArticlepeer-review

28 Scopus citations

Abstract

Applying Technology Acceptance Model (TAM) and Elaboration Likelihood Model (ELM), we investigated the effects of content type (utilitarian vs. hedonic) on individuals' involvement and intention to subscribe/promote a company's SNS. An experiment was conducted with 171 participants. We found that utilitarian content worked better for highly involved individuals than hedonic content, but hedonic content increased individuals' situational involvement with a company's SNS more than utilitarian content among low-involved people. Both situational and enduring involvements influenced intention to subscribe to and continuously promote the company's SNS. Theoretical and practical implications are discussed further.

Original languageEnglish (US)
Pages (from-to)223-232
Number of pages10
JournalComputers in Human Behavior
Volume60
DOIs
StatePublished - Jul 1 2016
Externally publishedYes

Keywords

  • Content type
  • ELM
  • Facebook
  • Involvement
  • SNSs
  • Social media
  • TAM
  • WoM
  • WOM intention

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

Fingerprint

Dive into the research topics of 'Increasing individuals' involvement and WOM intention on Social Networking Sites: Content matters!'. Together they form a unique fingerprint.

Cite this