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Title:
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Motivations for eWOM communication in microblogging in U.S. and China : a conceptualized social cognitive perspective |
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Author:
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Li, Yi, master of arts in advertising |
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Abstract:
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This report is conceptualized as a research proposal that aims to investigate culturally differentiated consumers' motivations to engage in electronic word -of -mouth (eWOM ) communication through one of the newest and most popular social networking sites : micro -blogging service in the U .S and China . Instead of actually collecting data , the report uses a social cognitive approach and tries to explain eWOM motives in outcome expectations by applying Bandura’s six outcome expectations and three additional dimensions to eWOM communication , some of which will be influenced by apparent cultural differences that exist between U .S and China . |
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URI:
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http : / /hdl .handle .net /2152 /ETD -UT -2011 -08 -4158
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Date:
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2012-02-20 |