Title: The effects of message directivity of social networking service word-of-mouth and brand knowledge levels on accessibility and diagnosticity

Authors: Minho Lee

Addresses: Department of Global Distribution and Marketing, Namseoul University, Cheonan-city, Choongnam, South Korea

Abstract: This study empirically examines the accessibility and diagnosticity differences of evaluative memory and discrete factual memory information for SNS message directivity and brand knowledge levels. The results indicate that there are greater positive SNS messages and levels of brand knowledge from discrete factual memory information, but there is less diagnosticity. With respect to negative SNS messages and high levels of brand knowledge, the accessibility and diagnosticity of discrete factual memory information are greater. Additionally, the condition of positive SNS messages and low levels of brand knowledge showed higher accessibility to evaluative memory information than discrete factual memory information; however, there was no difference in diagnosticity between the two types of memory information. The condition of negative SNS messages and low levels of brand knowledge showed greater accessibility to evaluative memory information than discrete factual memory information, but no difference was evident between the two types of diagnosticity.

Keywords: word-of-mouth; WoM; accessibility; diagnosticity; message directivity; social networking services; SNS; brand knowledge levels.

DOI: 10.1504/IJIMA.2014.066846

International Journal of Internet Marketing and Advertising, 2014 Vol.8 No.3, pp.199 - 207

Available online: 08 Jan 2015 *

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