Tao Sun|Seounmi Youn|Guohua Wu|Mana Kuntaraporn
Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences
California State University, Fullerton
study developed integrated model explore antecedents consequences online wordofmouth context musicrelated communication based survey data college students online wordofmouth measured two components online opinion leadership online opinion seeking results identified innovativeness internet usage internet social connection significant predictors online wordofmouth online forwarding online chatting behavioral consequences online wordofmouth contrary original hypothesis music involvement found significantly related online wordofmouth theoretical implications findings future research directions discussed