THE EFFECT OF THE ONLINE SOCIAL NETWORK STRUCTURE CHARACTERISTIC TOWARD COGNITIVE AND AFFECTIVE INVOLVEMENT, AND ITS IMPLICATION TOWARD PURCHASE INTENTION: BUZZING PRODUCT ON TWITTER

Widyatama Repository

THE EFFECT OF THE ONLINE SOCIAL NETWORK STRUCTURE CHARACTERISTIC TOWARD COGNITIVE AND AFFECTIVE INVOLVEMENT, AND ITS IMPLICATION TOWARD PURCHASE INTENTION: BUZZING PRODUCT ON TWITTER

Show full item record

Title: THE EFFECT OF THE ONLINE SOCIAL NETWORK STRUCTURE CHARACTERISTIC TOWARD COGNITIVE AND AFFECTIVE INVOLVEMENT, AND ITS IMPLICATION TOWARD PURCHASE INTENTION: BUZZING PRODUCT ON TWITTER
Author: Brahmana, Sunardi S.; Saputra, Yuddy
Abstract: The purpose of this research is to examine the influence of online social network structure characteristics on cognitive and affective involvement, and its implication on purchase intention of the product buzzed on twitter. As one of online social media, twitter has created vast opportunity for companies to promote their products and services. Twitter becomes a new and promising alternative channel to promote companies' products and services. Twitter has been growth rapidly in Indonesia. However, only a few companies that have used twitter as a media to promote the product, and most of them are of small and mid size enterprises. In general, Indonesian companies still in doubt and skeptic on the use of twitter as an alternative promotion media. Research done by IBM revealed that the main reasons behind this skepticism were trust and privacy issues. The stimulus organism response was used as the underlying theory of this study. By using convenience sampling method, two hundred questionnaires were sent, and one hundred ninety returned and ready for further data analysis. This research found that network centrality and homophile are significantly influence affective involvement; tie strength, network density, and homophile are significantly influence cognitive involvement. Furthermore, this research also found that affective involvement is positively influence purchase intention. The limitation and suggestion of this research are also explained.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3434
Date: 2013-07-02


Files in this item

Files Size Format View
ACKNOWLEDAGES.pdf 117.0Kb PDF View/Open
AGENDA.pdf 429.9Kb PDF View/Open
CONTENT SUNARDI.pdf 599.7Kb PDF View/Open
CONTENTS.pdf 657.3Kb PDF View/Open
COVER.pdf 14.01Mb PDF View/Open
FOREWARD.pdf 777.5Kb PDF View/Open
INNER COVER.pdf 123.8Kb PDF View/Open
ORGANIZATION LISTING.pdf 114.0Kb PDF View/Open
WELCOME SPEECH.pdf 163.0Kb PDF View/Open

This item appears in the following Collection(s)

Show full item record