Like Us on Facebook: Social Capital, Opinion Leadership, and Social Media Word-of-Mouth for Promoting Cultural Goods
Keywords:
social capital, opinion leaders, social media, word-of-mouthAbstract
While the role of paid advertising in online environments has diminished, electronic word-of-mouth (eWOM) has become increasingly valuable. This study sought to determine if consumers’ trust in their social media network, defined as social capital, or identification as an opinion leader better predicted social media eWOM related to cultural goods. The key finding was that perceived opinion leadership consistently best predicted Facebook eWOM.
References
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Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 2, 122–147.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice Hall.
Bandura, A. (1997). Self-efficacy: The exercise of control. New York: Freeman.
Bourdieu, P., & Wacquant, L. J. D. (1992). An invitation to reflexive sociology. Chicago: University of Chicago Press.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350–362.
Burt, R. S. (1999). The social capital of opinion leaders. Annals of the American Academy of Political and Social Science, 566, 37.
Casler, K., Bickel, L., & Hackett, E. (2013). Separate but equal? A comparison of participants and data gathered via Amazon’s MTurk, social media, and face-to-face behavioral testing. Computers in Human Behavior, 29(6), 2156–2160.
Chang, Y. P., & Zhu, D. H. (2012). The role of perceived social capital and flow experience in building users’ continuance intention to social networking sites in China. Computers in Human Behavior, 28(3), 995–1001. doi:10.1016/j.chb.2012.01.001
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. Retrieved from http://linkinghub.elsevier.com/retrieve/pii/S0167923612000413
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.
Childers, T. L. (1986). Assessment of the psychometric properties of an opinion leadership scale. Journal of Marketing Resarch, 23(2), 184–188.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1). doi:10.2501/IJA-30-1-047-075
Constant, D., Sproull, L., & Kiester, S. (1996). The kindness of strangers: The usefulness of electronic weak ties of technical advice. Organization Science, 7(2), 119–135.
Doh, S.-J., & Hwang, J.-S. (2009). How Consumers Evaluate eWOM messages. Cyberpsychology and Behavior, 12(2), 193–197.
Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143–1168. doi:10.1111/j.1083-6101.2007.00367.x
Gangadharbatla, H. (2008). Facebook me: Collective self-esteem, need to belong, and Internet self-efficacy as predictors of the igeneration’s attitudes toward social networking sites. Journal of Interactive Advertising, 8(2), 5–15.
Gil de Zúñiga, H., Jung, N., & Valenzuela, S. (2012). Social media use for news and individuals’ social capital, civic engagement and political participation. Journal of Computer-Mediated Communication, 17(3), 319–336. doi:10.1111/j.1083-6101.2012.01574.x
Goldsmith, R. E., & Desborde, R. (1991). A validity study of a measure of opinion leadership. Journal of Business Research, 22(1), 11–19.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449–456.
Henn, S. (2014, July 25). Self-published authors make a living — and sometimes a fortune. Retrieved from http://www.npr.org/sections/money/2014/07/25/334484331/unknown-authors-make-a-living-self-publishing
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word of mouth and product attribute information on persuasion: An accessibilty-diagnosticity perspective. Journal of Consumer Research, 17(4), 454–462. Retrieved from http://www.jstor.org/stable/2626839?seq=1#page_scan_tab_contents
Hsu, M. H., Ju, T. L., Yen, C. H., & Chang, C. M. (2007). Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. International Journal of Human Computer Studies, 65(2), 153–169.
Hwang, Y. (2015). Does opinion leadership increase the followers on Twitter. International Journal of Social Science and Humanity, 5(3), 258–264. Retrieved from http://www.ijssh.org/index.php?m=content&c=index&a=show&catid=53&id=785
Jin, Y., Bloch, P., & Cameron, G. T. (2002). A comparative study: Does the word-of-mouth communications and opinion leadership model fit Epinions on the Internet? 1st Annual Hawaii International Conference on Social Sciences, (573), 1–31.
Johnston, K., Tanner, M., Lalla, N., & Kawalski, D. (2011). Social capital: The benefit of Facebook friends. Behaviour & Information Technology, 32(1), 1–13. doi:10.1080/0144929X.2010.550063
Kankanhalli, A., Tan, B. C. Y., & Wei, K.-K. (2005). Contributing knowledge to electronic knowledge repositories: An empirical investigation. MIS Quarterly, 29(1), 113–143.
Karlsen, R. (2015). Followers are opinion leaders: The role of people in the flow of political communication on and beyond social networking sites. European Journal of Communication, 30(3), 301–318. Retrieved from http://ejc.sagepub.com/cgi/doi/10.1177/0267323115577305
Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence, The part played by people in the flow of mass communications. Transaction Publishers.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251.
Lee, M., Rodgers, S., & Kim, M. (2009). Effects of valence and extremity of eWOM on attitude toward the brand and website. Journal of Current Issues & Research in Advertising, 31(2), 1–11.
Lewis, C. (2016, March 29). Yes, Facebook does sell books: A bestselling self-published author shares her secrets. Retrieved from http://www.business2community.com/expert-interviews/yes-facebook-sell-books-bestselling-self-published-author-shares-secrets-01497487#OEZFdpBg57PUBB3i.97
Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision Support Systems, 51(1), 190–197. Retrieved from http://dx.doi.org/10.1016/j.dss.2010.12.007
McCormick, M. J. (2001). Self-efficacy and leadership effectiveness: Applying social cognitive theory to leadership. Journal of Leadership & Organizational Studies, 8(1), 22–33.
Meng, F., Wei, J., & Zhu, Q. (2011). Study on the impacts of opinion leader in online consuming decision. 2011 International Joint Conference on Service Sciences, 140–144. Retrieved from http://ieeexplore.ieee.org/lpdocs/epic03/wrapper.htm?arnumber=5960296
Mo, R., & Leung, L. (2015). Exploring the roles of narcissism, uses of, and gratifications from microblogs on affinity-seeking and social capital. Asian Journal of Social Psychology, 18(2), 152–162. doi:10.1111/ajsp.12087
Noelle-Neumann, E. (1983). Pers{ö}nlichkeitsst{ä}rke-Ein neues Kriterium zur Zielgruppenbeschreibung. SPIEGEL----Dokumentation: Pers{ö}nlichkeitsst{ä}rke. Ein Neuer Ma{ß}stab Zur Bestimmung von Zielgruppenpotentialen. Hamburg: Spiegel Vrlg.
Papacharissi, Z., & Mendelson, A. (2011). Toward a New(er) Sociability: Uses, Gratifications, and Social Capital on Facebook. In S. Papathanassopoulos (Ed.), Media Perspectives for the 21st Century (pp. 212–230). New York: Routledge.
Park, C. S. (2013). Does Twitter motivate involvement in politics? Tweeting, opinion leadership, and political engagement. Computers in Human Behavior, 29(4), 1641–1648. Retrieved from http://dx.doi.org/10.1016/j.chb.2013.01.044
Park, D. H., & Lee, J. (2008). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386–398. Retrieved from http://dx.doi.org/10.1016/j.elerap.2007.11.004
Perse, E. M., & Ferguson, D. A. (1993). The impact of the newer television technologies on television satisfaction. Journalism & Mass Communication Quarterly, 70(4), 843–853. doi:10.1177/107769909307000410
Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. New York: Simon & Schuster.
Raissi, M., & Ackland, R. (2012). Snowball sampling in online social networks. In RC33 Eighth International Conference on Social Science Methodology. Retrieved from https://conference.acspri.org.au/index.php/rc33/2012/paper/view/506
Rogers, E. M., & Cartano, D. G. (1962). Methods of measuring opinion leadership. The Public Opinion Quarterly, 26(3), 435–441.
Ross, D. (2017, March 8). How Peter Hollens changed the music industry from his living room. Retrieved from https://www.forbes.com/sites/dannyross1/2017/03/08/how-peter-hollens-changed-the-music-industry-from-his-living-room/#3ac75d6718a4
Rubin, A. M. (1981). An examination of television viewing motivations. Communication Research, 8(2), 141–165.
Rubin, A. M., & Rubin, R. B. (1982). Contextual age and television use. Human Communication Research, 8, 228–244.
Schäfer, M. S., & Taddicken, M. (2015). Mediatized opinion leaders: New patterns of opinion leadership in new media environments? International Journal of Communication, 9, 22. Retrieved from http://ijoc.org/index.php/ijoc/article/view/2778
Schenk, M., & Rössler, P. (1997). The rediscovery of opinion leaders. An application of the personality strength scale. Communications, 22(1), 5–30.
Scheufele, D. A., & Shah, D. V. (2000). Personality strength and social capital. Communication Research, 27(2), 107–131.
Scissors, L., Burke, M., & Wengrovitz, S. (2016). What’s in a Like? Attitudes and behaviors around receiving Likes on Facebook. Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing - CSCW ’16, 1499–1508. Retrieved from http://dl.acm.org/citation.cfm?id=2818048.2820066
Sheehan, K. B. (2015). A change in the climate: Online social capital and the spiral of silence. First Monday, 20(5). doi:10.5210/fm.v20i5.5414
Skid, N., & Hall, D. (2015, October 7). Who’s winning the battle between paid and earned media? Retrieved from http://adage.com/article/digital-crash-course/earning/300795/
Song, X., Chi, Y., Hino, K., & Tseng, B. (2007). Identifying opinion leaders in the blogosphere. Proceedings of the Sixteenth ACM Conference on Conference on Information and Knowledge Management CIKM 07, 7, 971–974. Retrieved from http://portal.acm.org/citation.cfm?doid=1321440.1321588
Themba, G., & Mulala, M. (2013). Brand-related eWOM and its effects on purchase decisions: An empirical study of University of Botswana students. International Journal of Business and Management, 8(8), 31–40.
Weimann, G. (1991). The Influentials: Back to the concept of opinion leaders? The Public Opinion Quarterly, 55(2), 267–279.
Weimann, G. (1994). The influentials: People who influence people. SUNY Press.
Williams, D. C. (2006). On and off the ’Net: Scales for social capital in an online era. Journal of Computer-Mediated Communication, 11(2), 593–628. doi:10.1111/j.1083-6101.2006.00029.x
Wright, C. R., & Cantor, M. (1967). The opinion seeker and avoider: Steps beyond the Opinion Leader concept. The Pacific Sociological Review, 10(1), 33–43. Retrieved from http://www.jstor.org/stable/info/10.2307/1388626
Zhang, L., Zhao, J., & Xu, K. (2015). Who creates trends in online social media: The crowd or opinion leaders? Journal of Computer-Mediated Communication, 1–16.
Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 2, 122–147.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice Hall.
Bandura, A. (1997). Self-efficacy: The exercise of control. New York: Freeman.
Bourdieu, P., & Wacquant, L. J. D. (1992). An invitation to reflexive sociology. Chicago: University of Chicago Press.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350–362.
Burt, R. S. (1999). The social capital of opinion leaders. Annals of the American Academy of Political and Social Science, 566, 37.
Casler, K., Bickel, L., & Hackett, E. (2013). Separate but equal? A comparison of participants and data gathered via Amazon’s MTurk, social media, and face-to-face behavioral testing. Computers in Human Behavior, 29(6), 2156–2160.
Chang, Y. P., & Zhu, D. H. (2012). The role of perceived social capital and flow experience in building users’ continuance intention to social networking sites in China. Computers in Human Behavior, 28(3), 995–1001. doi:10.1016/j.chb.2012.01.001
Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. Retrieved from http://linkinghub.elsevier.com/retrieve/pii/S0167923612000413
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.
Childers, T. L. (1986). Assessment of the psychometric properties of an opinion leadership scale. Journal of Marketing Resarch, 23(2), 184–188.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1). doi:10.2501/IJA-30-1-047-075
Constant, D., Sproull, L., & Kiester, S. (1996). The kindness of strangers: The usefulness of electronic weak ties of technical advice. Organization Science, 7(2), 119–135.
Doh, S.-J., & Hwang, J.-S. (2009). How Consumers Evaluate eWOM messages. Cyberpsychology and Behavior, 12(2), 193–197.
Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12(4), 1143–1168. doi:10.1111/j.1083-6101.2007.00367.x
Gangadharbatla, H. (2008). Facebook me: Collective self-esteem, need to belong, and Internet self-efficacy as predictors of the igeneration’s attitudes toward social networking sites. Journal of Interactive Advertising, 8(2), 5–15.
Gil de Zúñiga, H., Jung, N., & Valenzuela, S. (2012). Social media use for news and individuals’ social capital, civic engagement and political participation. Journal of Computer-Mediated Communication, 17(3), 319–336. doi:10.1111/j.1083-6101.2012.01574.x
Goldsmith, R. E., & Desborde, R. (1991). A validity study of a measure of opinion leadership. Journal of Business Research, 22(1), 11–19.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449–456.
Henn, S. (2014, July 25). Self-published authors make a living — and sometimes a fortune. Retrieved from http://www.npr.org/sections/money/2014/07/25/334484331/unknown-authors-make-a-living-self-publishing
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word of mouth and product attribute information on persuasion: An accessibilty-diagnosticity perspective. Journal of Consumer Research, 17(4), 454–462. Retrieved from http://www.jstor.org/stable/2626839?seq=1#page_scan_tab_contents
Hsu, M. H., Ju, T. L., Yen, C. H., & Chang, C. M. (2007). Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. International Journal of Human Computer Studies, 65(2), 153–169.
Hwang, Y. (2015). Does opinion leadership increase the followers on Twitter. International Journal of Social Science and Humanity, 5(3), 258–264. Retrieved from http://www.ijssh.org/index.php?m=content&c=index&a=show&catid=53&id=785
Jin, Y., Bloch, P., & Cameron, G. T. (2002). A comparative study: Does the word-of-mouth communications and opinion leadership model fit Epinions on the Internet? 1st Annual Hawaii International Conference on Social Sciences, (573), 1–31.
Johnston, K., Tanner, M., Lalla, N., & Kawalski, D. (2011). Social capital: The benefit of Facebook friends. Behaviour & Information Technology, 32(1), 1–13. doi:10.1080/0144929X.2010.550063
Kankanhalli, A., Tan, B. C. Y., & Wei, K.-K. (2005). Contributing knowledge to electronic knowledge repositories: An empirical investigation. MIS Quarterly, 29(1), 113–143.
Karlsen, R. (2015). Followers are opinion leaders: The role of people in the flow of political communication on and beyond social networking sites. European Journal of Communication, 30(3), 301–318. Retrieved from http://ejc.sagepub.com/cgi/doi/10.1177/0267323115577305
Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence, The part played by people in the flow of mass communications. Transaction Publishers.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251.
Lee, M., Rodgers, S., & Kim, M. (2009). Effects of valence and extremity of eWOM on attitude toward the brand and website. Journal of Current Issues & Research in Advertising, 31(2), 1–11.
Lewis, C. (2016, March 29). Yes, Facebook does sell books: A bestselling self-published author shares her secrets. Retrieved from http://www.business2community.com/expert-interviews/yes-facebook-sell-books-bestselling-self-published-author-shares-secrets-01497487#OEZFdpBg57PUBB3i.97
Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision Support Systems, 51(1), 190–197. Retrieved from http://dx.doi.org/10.1016/j.dss.2010.12.007
McCormick, M. J. (2001). Self-efficacy and leadership effectiveness: Applying social cognitive theory to leadership. Journal of Leadership & Organizational Studies, 8(1), 22–33.
Meng, F., Wei, J., & Zhu, Q. (2011). Study on the impacts of opinion leader in online consuming decision. 2011 International Joint Conference on Service Sciences, 140–144. Retrieved from http://ieeexplore.ieee.org/lpdocs/epic03/wrapper.htm?arnumber=5960296
Mo, R., & Leung, L. (2015). Exploring the roles of narcissism, uses of, and gratifications from microblogs on affinity-seeking and social capital. Asian Journal of Social Psychology, 18(2), 152–162. doi:10.1111/ajsp.12087
Noelle-Neumann, E. (1983). Pers{ö}nlichkeitsst{ä}rke-Ein neues Kriterium zur Zielgruppenbeschreibung. SPIEGEL----Dokumentation: Pers{ö}nlichkeitsst{ä}rke. Ein Neuer Ma{ß}stab Zur Bestimmung von Zielgruppenpotentialen. Hamburg: Spiegel Vrlg.
Papacharissi, Z., & Mendelson, A. (2011). Toward a New(er) Sociability: Uses, Gratifications, and Social Capital on Facebook. In S. Papathanassopoulos (Ed.), Media Perspectives for the 21st Century (pp. 212–230). New York: Routledge.
Park, C. S. (2013). Does Twitter motivate involvement in politics? Tweeting, opinion leadership, and political engagement. Computers in Human Behavior, 29(4), 1641–1648. Retrieved from http://dx.doi.org/10.1016/j.chb.2013.01.044
Park, D. H., & Lee, J. (2008). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386–398. Retrieved from http://dx.doi.org/10.1016/j.elerap.2007.11.004
Perse, E. M., & Ferguson, D. A. (1993). The impact of the newer television technologies on television satisfaction. Journalism & Mass Communication Quarterly, 70(4), 843–853. doi:10.1177/107769909307000410
Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. New York: Simon & Schuster.
Raissi, M., & Ackland, R. (2012). Snowball sampling in online social networks. In RC33 Eighth International Conference on Social Science Methodology. Retrieved from https://conference.acspri.org.au/index.php/rc33/2012/paper/view/506
Rogers, E. M., & Cartano, D. G. (1962). Methods of measuring opinion leadership. The Public Opinion Quarterly, 26(3), 435–441.
Ross, D. (2017, March 8). How Peter Hollens changed the music industry from his living room. Retrieved from https://www.forbes.com/sites/dannyross1/2017/03/08/how-peter-hollens-changed-the-music-industry-from-his-living-room/#3ac75d6718a4
Rubin, A. M. (1981). An examination of television viewing motivations. Communication Research, 8(2), 141–165.
Rubin, A. M., & Rubin, R. B. (1982). Contextual age and television use. Human Communication Research, 8, 228–244.
Schäfer, M. S., & Taddicken, M. (2015). Mediatized opinion leaders: New patterns of opinion leadership in new media environments? International Journal of Communication, 9, 22. Retrieved from http://ijoc.org/index.php/ijoc/article/view/2778
Schenk, M., & Rössler, P. (1997). The rediscovery of opinion leaders. An application of the personality strength scale. Communications, 22(1), 5–30.
Scheufele, D. A., & Shah, D. V. (2000). Personality strength and social capital. Communication Research, 27(2), 107–131.
Scissors, L., Burke, M., & Wengrovitz, S. (2016). What’s in a Like? Attitudes and behaviors around receiving Likes on Facebook. Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing - CSCW ’16, 1499–1508. Retrieved from http://dl.acm.org/citation.cfm?id=2818048.2820066
Sheehan, K. B. (2015). A change in the climate: Online social capital and the spiral of silence. First Monday, 20(5). doi:10.5210/fm.v20i5.5414
Skid, N., & Hall, D. (2015, October 7). Who’s winning the battle between paid and earned media? Retrieved from http://adage.com/article/digital-crash-course/earning/300795/
Song, X., Chi, Y., Hino, K., & Tseng, B. (2007). Identifying opinion leaders in the blogosphere. Proceedings of the Sixteenth ACM Conference on Conference on Information and Knowledge Management CIKM 07, 7, 971–974. Retrieved from http://portal.acm.org/citation.cfm?doid=1321440.1321588
Themba, G., & Mulala, M. (2013). Brand-related eWOM and its effects on purchase decisions: An empirical study of University of Botswana students. International Journal of Business and Management, 8(8), 31–40.
Weimann, G. (1991). The Influentials: Back to the concept of opinion leaders? The Public Opinion Quarterly, 55(2), 267–279.
Weimann, G. (1994). The influentials: People who influence people. SUNY Press.
Williams, D. C. (2006). On and off the ’Net: Scales for social capital in an online era. Journal of Computer-Mediated Communication, 11(2), 593–628. doi:10.1111/j.1083-6101.2006.00029.x
Wright, C. R., & Cantor, M. (1967). The opinion seeker and avoider: Steps beyond the Opinion Leader concept. The Pacific Sociological Review, 10(1), 33–43. Retrieved from http://www.jstor.org/stable/info/10.2307/1388626
Zhang, L., Zhao, J., & Xu, K. (2015). Who creates trends in online social media: The crowd or opinion leaders? Journal of Computer-Mediated Communication, 1–16.
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