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The Effectiveness of Product Conversations in Social Media: from an Attribution Theory Perspective

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The Effectiveness of Product Conversations in Social Media: from an Attribution Theory Perspective THE EFFECTIVENESS OF PRODUCT CONVERSATIONS IN SOCIAL MEDIA: FROM AN ATTRIBUTION THEORY PERSPECTIVE By Mi Kyoung Kim A DISSERTATION Submitted to Michigan State University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Communication Arts and Sciences - Media and Information Studies 2010 ABSTRACT THE EFFECTIVENESS OF PRODUCT CONVERSATIONS IN SOCIAL MEDIA: FROM AN ATTRIBUTION THEORY PERSPECTIVE By Mi Kyoung Kim With the growing power of peer-to-peer product conversations on the Internet, marketers have tried to manage consumer product conversations by rewarding consumers for initiating and/or spreading conversations about their products. This specific marketing tactic is referred to as WOM (word-of-mouth) marketing and recently has increased substantially. Despite that increase and interest in WOM marketing, little is known about how various WOM marketing tactics work. Thus, drawing on the attribution theory perspective, this research examined whether different types of product information sources (celebrities, web celebrities – i.e., persons famous primarily for creating or appearing in Internet-based content, and highly recognizable to a web-based audience, or close friends of participants) interact with information sponsorship (organic or sponsored) to influence consumer causal attributions and information effectiveness in the context of social media. Further, this dissertation investigated the mediating roles of causal attributions between the interaction effect of source types and information sponsorship and information effectiveness. Toward that end, in the Twitter context, two experiments were conducted with adult Twitter users. Study 1 was conducted with experience-based product information and Study 2 with promotional product information. Study 1 results revealed significant interaction effects of source types and information sponsorship on causal attributions and information effectiveness. Specifically, when information was organic, product information posted by a close friend generated more information sharing attributions (i.e., motives for sharing good product information) and greater information effectiveness, measured by brand attitude and compliance intention (i.e., intention to click the link), than did information by a celebrity or web celebrity. However, there was no difference between information posted by the celebrity and by the web celebrity in information sharing attributions and information effectiveness. On the other hand, when information was sponsored, product information posted by a web celebrity produced more information sharing attributions and greater information effectiveness than did information by a celebrity or by a close friend. No significant differences were found between information posted by the celebrity and by the close friend in other-centered attribution. With regard to information effectiveness, there were no differences among three sources when information was sponsored. Further, this study found information sharing attributions mediated the relationship between the two-way interaction effect and information effectiveness. Study 2 further investigated whether the findings of Study 1 were replicated in the context of promotional (versus experienced-based) product information. Unlike the findings of Study 1, however, in Study 2 no interaction effect of source types and information sponsorship on consumer causal attributions and information effectiveness emerged. Theoretical and practical implications of the findings of this dissertation were discussed also. Copyright by MI KYOUNG KIM 2010 ACKNOWLEDGMENTS This dissertation reflects inter alia the precious efforts of advisors, colleagues, friends and family. My first and greatest gratitude goes to my dissertation committee chair Dr. Mira Lee who stood close to me during the whole process of my doctoral program. Never would I be able to repay her for the guidance, passion, kind concern, and total support she has afforded me. She has been not merely my advisor, but also my true and unique mentor who has supported my life goals inside and outside of university. I cannot express adequately my gratitude to her. My appreciations also extend to my committee members. Dr. Hairong Li always helped me find solutions to problems in the dissertation process. Dr. Wei Peng addressed numerous questions which broadened and fertilized theoretical backgrounds in my dissertation. Dr. Nora Rifon always provided inspiration and encouragement. I also appreciate Dr. Hye-Jin Paek, Dr. Hee Sun Park, Dr Elizabeth Quilliam, and Dr. Thomas Hove for their extensive help and support. Additionally, I declare my appreciation to Michigan State University College of Arts and Letters faculty member Michael Morris for his strong, steady shepherding of my English language and writing structures. They all have been inspirational mentors to me, providing wisdom and warm concern. Thank you also to my friends who also have been good colleagues. Sung-mi Lee, Hyun Ju Jeong, Hyegyu Lee, Hun Jung Oh, and Sookyong Kim were strong and enduring supporters during my doctoral program. And to Ji Hye Choi I express gratitude for her technical assistance. Then also, I am grateful to close friends in East Lansing, Michigan who shared my moments of sorrow and happiness: Seung-Hyun Kim, Jae-Min Cha, Eun-Sil Lee, Miran Kim, Sunhee Moon, v Sangeun Lee, Malsoon Lee, Jungah Lee, Hyunju Ha, Dan and Lisa Aylward, and Jim and Karen Gets. My pleasure at reaching this outcome is shared with my family, to whom my infinite gratitude. My doctoral study could not have been completed without support and love from my parents, Hong-Dae Kim and Hyunim Ko, and parents-in-law, Jaebin Moon and Aeryun Kim. To each individually, and to all collectively, as befits family, my thanks for their endless prayers for me and help to me. And special thanks to my brother’s and brother-in-law’s families in Korea. My sincerest, most loving and most extensive thanks are due my husband, Jin Woo Moon, my best supporter, helper, colleague, problem-solver, friend, and eternal love. Without his endurance, sacrifice, and beautiful spirit, I could not have completed this dissertation. Finally, my deepest thanks go to God Who blessed me with these amazing people and made all this possible. vi TABLE OF CONTENTS LIST OF TABLES ........................................................................................................................ ix LIST OF FIGURES ........................................................................................................................x CHAPTER I INTRODUCTION ..........................................................................................................................1 CHAPTER II BACKGROUND ............................................................................................................................6 Consumer-Generated Product Information ............................................................................6 WOM Marketing ....................................................................................................................8 Social Media as a New Vehicle for WOM Marketing .........................................................10 CHAPTER III THEORETICAL FRAMEWORK ................................................................................................13 Attribution Theory: Theoretical Framework ........................................................................13 Information Sponsorship ......................................................................................................20 Source Effects .......................................................................................................................24 Interaction Effect of Source Types and Information Sponsorship .......................................33 CHAPTER IV STUDY 1: EXPERIENCE-BASED PRODUCT INFORMATION .............................................36 Method ...............................................................................................................................36 Participants ..................................................................................................................36 Stimuli .........................................................................................................................37 Procedure .....................................................................................................................41 Measures ......................................................................................................................41 Results .................................................................................................................................43 Characteristics of Final Sample ...................................................................................43 Manipulation Check ....................................................................................................47 Measurement Model ....................................................................................................49 Hypotheses Testing .....................................................................................................50 Summary of Study 1 Findings ..............................................................................................58 STUDY 2: PROMOTIONAL PRODUCT INFORMATION ......................................................60 Promotional Product Information .........................................................................................60
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