VERIFICATION OF SOCIAL IMPACT THEORY CLAIMS IN SOCIAL MEDIA CONTEXT

Imran Mir
Additional contact information
Imran Mir: Iqra University Islamabad Campus

Journal of Internet Banking and Commerce, 2012, vol. 17, issue 1, 01-15

Abstract: Social media explosion changed the way of communication. It affected the ways companies used to interact with their consumers. Most important it changed the way consumers used to think. Present study attempts to verify the claims and assumptions of social impact theory in the social media environment. Based on social impact theory present study examines the impact of number of users (NUs) on the perceived credibility of user generated content (PCUGC). Furthermore, it examines the impact of PCUGC on the consumer attitude towards the product related content embedded in UGC (ATUGC). Empirical evidence was collected from a random sample of 459 students. Results substantiate the claims and assumptions of the social impact theory in the social media context. Results show positive impact of NUs on PCUGC. Similarly, they show positive relationship between PCUGC and ATUGC.

Keywords: Social Impact Theory; Social Media; UGC; Credibility; Attitude (search for similar items in EconPapers)
JEL-codes: A13 (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:joibac:0330

Access Statistics for this article

Journal of Internet Banking and Commerce is currently edited by Vijaya Lakshmi, Nahum Goldmann and Dale Pinto

More articles in Journal of Internet Banking and Commerce
Bibliographic data for series maintained by Dale Pinto (editor.internetbanking@icommercecentral.com).