social commerce, a new stream in e-commerce, enables hyper-informed consumers to support the businesses in new product development. hyper-informed consumers are the results of online communication provided by social media. these consumers have been empowered by web 2.0 technologies to have online communication, which drives value for the companies in new product development. trust is one the va...

While several sources tout the superiority of word-of-mouth over traditional marketing communication techniques, it still remains unclear how to measure word-of-mouth and how to compare its relative effectiveness in improving long-term performance. Internet social networking sites offer an attractive opportunity to study word-of-mouth due to their consistent and efficient tracking of electronic...

The purpose of this study was focused on exploring the relationship among fans’ preferences, para-social interaction, and word-of-mouth. A survey consisted 21 items based literature review developed by study. An online distributed to users YouTube in Taiwan. total 606 valid samples collected survey. instrument passed reliability validity test. Further, data process applied PLS (partial least sq...