Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing

Liping Liu and Chih-Cheng Fang

International Journal of Human Resource Studies, 2020, vol. 10, issue 1, 201222

Abstract: With the rapid development of "Internet plus", the number of Internet users in China has increased rapidly, and the number of active users of social media software ranks first in the world. Large Numbers of network users are also potential consumer groups. Social media influences other consumers through consumer interaction and social interaction, and consumers are transformed into active information acquisition rather than passive information reception. Word of mouth marketing on social media has become one of the hottest research fields. Based on the information adoption model, this study explores the impact of internet celebrity word-of-mouth communication on consumer information sharing from four dimensions- internet celebrity word-of-mouth communication, relationship quality, face consciousness, and consumer information sharing and establishes a research model to provide references and suggestions for subsequent researchers and enterprise management.

Date: 2020
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