소셜미디어 마케팅에서 정의와 신뢰가 온라인 구전의도에 미치는 영향: 파워블로그와 메타블로그를 중심으로

Abstract

Social media, like power blogs and meta blogs, has been used as a marketing communication channel due to the increase in the number of twinsumers who purchase their products and services based on other customers' product recommendations and reviews rather than on advertisements. Given this phenomenon, social media justice in terms of information, procedure, interactivity and distribution is likely to play a critical role in building trust in social media, resulting in making customers spread online word-of-mouth information, such as customers' product reviews among customers. Thus, this study examines the influence of justice and trust on eWOM intention in social media marketing using power blogs and meta blogs. A total of 167 responses were used for analysis and the research results are as follow. The findings show that informational and procedural justice is positively related to competence, whereas informational, distributive and interpersonal justice has a significant positive influence on integrity. It is also shown that competence and integrity have a positive impact on eWOM.