Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences

@article{Sun2006OnlineW,
  title={Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences},
  author={Tao Sun and Seounmi Youn and Guohua Wu and Mana Kuntaraporn},
  journal={J. Computer-Mediated Communication},
  year={2006},
  volume={11},
  pages={1104-1127}
}
This study developed an integrated model to explore the antecedents and consequences of online word-of-mouth in the context of music-related communication. Based on survey data from college students, online word-of-mouth was measured with two components: online opinion leadership and online opinion seeking. The results identified innovativeness, Internet usage, and Internet social connection as significant predictors of online word-of-mouth, and online forwarding and online chatting as… CONTINUE READING
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