An Assessment of Contagion on Social Networking Sites

Iis Tussyadiah

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

Resumé

ocial network influence has been recognized as an important determinant for consumer behaviour. Through a web-based survey using restaurant consumption as a research context, this study explores social influence resulting from two distinct social reference processes: communication and comparison. The relationship between social interactions and social influence is moderated by opinion leadership and attitude towards status consumption, which are conceptualized to represent consumers’ competitiveness. Consumers’ status consumption contributes negatively to recommendation-based consumption, but positively to competitionbased consumption. In other words, the more competitive the consumers are, the less they tend to follow others’ recommendation, the more they consume products and services to establish or maintain their status in the social network. Several managerial implications are provided.
OriginalsprogEngelsk
TitelInformation and Communication Technologies in Tourism 2012
RedaktørerM. Fuchs, F. Ricci, L. Cantoni
Antal sider11
ForlagSpringer
Publikationsdato2012
Sider25-35
ISBN (Trykt)978-3-7091-1141-3
StatusUdgivet - 2012

Fingeraftryk

Contagion
Social networking sites
Status consumption
Social influence
Competitiveness
Social interaction
Social networks
Consumer behaviour
Restaurants
Communication processes
Web-based

Citer dette

Tussyadiah, I. (2012). An Assessment of Contagion on Social Networking Sites. I M. Fuchs, F. Ricci, & L. Cantoni (red.), Information and Communication Technologies in Tourism 2012 (s. 25-35). Springer.
Tussyadiah, Iis. / An Assessment of Contagion on Social Networking Sites. Information and Communication Technologies in Tourism 2012. red. / M. Fuchs ; F. Ricci ; L. Cantoni. Springer, 2012. s. 25-35
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title = "An Assessment of Contagion on Social Networking Sites",
abstract = "ocial network influence has been recognized as an important determinant for consumer behaviour. Through a web-based survey using restaurant consumption as a research context, this study explores social influence resulting from two distinct social reference processes: communication and comparison. The relationship between social interactions and social influence is moderated by opinion leadership and attitude towards status consumption, which are conceptualized to represent consumers’ competitiveness. Consumers’ status consumption contributes negatively to recommendation-based consumption, but positively to competitionbased consumption. In other words, the more competitive the consumers are, the less they tend to follow others’ recommendation, the more they consume products and services to establish or maintain their status in the social network. Several managerial implications are provided.",
author = "Iis Tussyadiah",
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Tussyadiah, I 2012, An Assessment of Contagion on Social Networking Sites. i M Fuchs, F Ricci & L Cantoni (red), Information and Communication Technologies in Tourism 2012. Springer, s. 25-35.

An Assessment of Contagion on Social Networking Sites. / Tussyadiah, Iis.

Information and Communication Technologies in Tourism 2012. red. / M. Fuchs; F. Ricci; L. Cantoni. Springer, 2012. s. 25-35.

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

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AB - ocial network influence has been recognized as an important determinant for consumer behaviour. Through a web-based survey using restaurant consumption as a research context, this study explores social influence resulting from two distinct social reference processes: communication and comparison. The relationship between social interactions and social influence is moderated by opinion leadership and attitude towards status consumption, which are conceptualized to represent consumers’ competitiveness. Consumers’ status consumption contributes negatively to recommendation-based consumption, but positively to competitionbased consumption. In other words, the more competitive the consumers are, the less they tend to follow others’ recommendation, the more they consume products and services to establish or maintain their status in the social network. Several managerial implications are provided.

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Tussyadiah I. An Assessment of Contagion on Social Networking Sites. I Fuchs M, Ricci F, Cantoni L, red., Information and Communication Technologies in Tourism 2012. Springer. 2012. s. 25-35