The Study Of Adoption Of EWOM And Marketing Information In Social Media

With the popularization and development of the social media,the social media has played a more and more important role in people's life.The social media is an important place for consumers to share EWOM.And the EWOM shared by friends in the social media has become an important reference for people to make purchase decision.Meanwhile,enterprises are targeting the social media as an important platform for marketing.By publishing marketing information in the social media,enterprises try to promote their products,conduct propaganda and interact with consumers so that they can influence the consumers' purchase decision.Many scholars have studied the adoption of EWOM in the social media and some have studied the adoption of marketing information.However,there is no research on comparing the difference in consumers' adoption of EWOM and marketing information in the social media.Therefore,this article studies the factors that influence the adoption of EWOM and marketing information in the social media and compares the difference in the adoption of them.The research results are as follows:First,the social media information's accuracy,currency,completeness and vividness have a positive effect on perceived usefulness;Second,source credibility of the social media information has a positive influence on perceived usefulness;Third,perceived usefulness of the social media information has a significantly positive influence on its adoption;Fourth,compared to marketing information in the social media,accuracy,currency,completeness and vividness of EWOM in the social media have a greater influence on perceived usefulness.Finally,this article gives the enterprises managerial advice from two aspects:one is to improve the quality of social media marketing information,the other is to encourage consumers to publish EWOM of high quality.