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

Brahmana, Sunardi S.; Saputra, Yuddy

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

dc.contributor.author	Brahmana, Sunardi S.
dc.contributor.author	Saputra, Yuddy
dc.date.accessioned	2014-07-15T01:39:50Z
dc.date.accessioned	2019-10-21T11:46:23Z
dc.date.available	2014-07-15T01:39:50Z
dc.date.available	2019-10-21T11:46:23Z
dc.date.issued	2013-07-02
dc.description.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.	en_US
dc.identifier.isbn	978-986-85682-9-7
dc.identifier.uri	http://repository.widyatama.ac.id/handle/123456789/3434
dc.language.iso	en	en_US
dc.publisher	International Conference Of Organizational Innovation 2013, Suan Sunandha Rajabahat University Thailand	en_US
dc.relation.ispartofseries	;KII.CD.0118
dc.subject	Network Structure Characteristic	en_US
dc.subject	Network Involvement	en_US
dc.subject	Purchase Intention	en_US
dc.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	en_US
dc.type	Presentation	en_US