THE EFFECT OF THE ONLINE SOCIAL NETWORK STRUCTURE CHARACTERISTIC TOWARD COGNITIVE AND AFFECTIVE INVOLVEMENT, AND ITS IMPLICATION TOWARD PURCHASE INTENTION: BUZZING PRODUCT ON TWITTER
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Date
2013-07-02
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International Conference Of Organizational Innovation 2013, Suan Sunandha Rajabahat University Thailand
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.
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Keywords
Network Structure Characteristic, Network Involvement, Purchase Intention