Examining the Influence of Social Capital on e-WOM Behavior and Brand Experience for SNS Platforms

摘要

This study examines the influence of social capital on SNS effectiveness between SNSs. It hypothesizes social capital (bonding, bridging social capital) as antecedent factors for each platform (Twitter, Line, and Facebook) in terms of WOM behavior and brand experience. This study tests these hypotheses by estimating a structural equation model.