Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing

Liping Liu, Chih-Cheng Fang


With the rapid development of "Internet plus", the number of Internet users in China has increased rapidly, and the number of active users of social media software ranks first in the world. Large Numbers of network users are also potential consumer groups. Social media influences other consumers through consumer interaction and social interaction, and consumers are transformed into active information acquisition rather than passive information reception. Word of mouth marketing on social media has become one of the hottest research fields. Based on the information adoption model, this study explores the impact of internet celebrity word-of-mouth communication on consumer information sharing from four dimensions: internet celebrity word-of-mouth communication, relationship quality, face consciousness, and consumer information sharing and establishes a research model to provide references and suggestions for subsequent researchers and enterprise management.

Full Text:



Abu Bakar, F. A., Zulkafly, N. Z., Rashad, M., Hanafie, M., & Melan, M. (2017). Customer satisfaction towards AirAsia services among UUM student.

Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.

Ahmad, S. N., & Laroche, M. (2017). Analyzing electronic word of mouth: A social commerce construct. International Journal of Information Management, 37(3), 202-213.

Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Williams, M. D. (2016). Consumer adoption of mobile banking in Jordan: examining the role of usefulness, ease of use, perceived risk and self-efficacy. Journal of Enterprise Information Management, 29(1), 118-139.

Algharabat, R., Alalwan, A. A., Rana, N. P., & Dwivedi, Y. K. (2017). Three dimensional product presentation quality antecedents and their consequences for online retailers: The moderating role of virtual product experience. Journal of Retailing Consumer Services, 36, 203-217.

Andaleeb, S. S., & Anwar, S. F. (1996). Factors influencing customer trust in salespersons in a developing country. Journal of International Marketing, 4(4), 35-52.

Baabdullah, A. M. (2018). Consumer adoption of Mobile Social Network Games (M-SNGs) in Saudi Arabia: The role of social influence, hedonic motivation and trust. Technology in Society, 53, 91-102.

Balabanis, G., & Chatzopoulou, E. (2019). Under the influence of a blogger: The role of information‐seeking goals and issue involvement. Psychology & Marketing, 36(4), 342-353.

Belaid, S., & Temessek Behi, A. (2011). The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context. Journal of Product Brand Management, 20(1), 37-47.

Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869-880.

Bhattacherjee, A., Perols, J., & Sanford, C. (2008). Information technology continuance: A theoretic extension and empirical test. Journal of Computer Information Systems, 49(1), 17-26.

Boon, S. D., & Lomore, C. D. (2001). Admirer-celebrity relationships among young adults: Explaining perceptions of celebrity influence on identity. Human communication research, 27(3), 432-465.

Boulianne, S. (2015). Social media use and participation: A meta-analysis of current research. Information, communication society Economy, 18(5), 524-538.

Bricci, L., Fragata, A., & Antunes, J. (2016). The effects of trust, commitment and satisfaction on customer loyalty in the distribution sector. Journal of Economics, Business and Management, 4(2), 173-177.

Casaló, L., Flavián, C., & Guinalíu, M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty: The case of free software. Online information review, 31(6), 775-792.

Changliang, Z., Xiwei, W., & Chenxiao, W. (2019). Research on Influencing Factors of Continuous Information Sharing Behavior of Users in Network Communities. Information Documentation Services, 40(3), 53-62.

Chen, H., & Qi, Y. (2016). The Evaluation of Customer Satisfaction with the Third Party Logistics Service Quality for Online Shopping. Advances in Economics and Business, 4(5), 201-207.

Chen, J., Teng, L., Yu, Y., & Yu, X. (2016). The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence. Journal of Business Research, 69(2), 467-475.

Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management, 56(2), 236-248.

Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.

Cho, M.-K., & Kim, M. Y. (2017). Effects of learner motivation and teacher-student interaction on learner satisfaction in nursing students. The Journal of the Korea Contents Association, 17(4), 468-477.

Chu, S.-C., & Choi, S. M. (2011). Electronic word-of-mouth in social networking sites: A cross-cultural study of the United States and China. Journal of Global Marketing, 24(3), 263-281.

Chu, S.-C., Windels, K., & Kamal, S. (2016). The influence of self-construal and materialism on social media intensity: A study of China and the United States. International Journal of Advertising, 35(3), 569-588.

Cooley, D., & Parks-Yancy, R. (2019). The Effect of Social Media on Perceived Information Credibility and Decision Making. Journal of Internet Commerce, 1-21.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.

Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-600.

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.

Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, Communication Society, 22(10), 1432-1446.

Domfeh, H. A., Kusi, L. Y., Nyarku, K. M., & Ofori, H. (2018). The Mediating Effect of Customer Satisfaction in the Predictive Relation between Celebrity Advertising and Purchase Intentions in Telecom Industry in Ghana: University Students’ Perspective. International Journal of Business and Management Invention (IJBMI), 7(3), 40-54.

Dwivedi, A., & Johnson, L. W. (2013). Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context. Australasian Marketing Journal (AMJ), 21(1), 36-42.

Elbeltagi, I., & Agag, G. (2016). E-retailing ethics and its impact on customer satisfaction and repurchase intention: a cultural and commitment-trust theory perspective. Internet Research, 26(1), 288-310.

Ferns, B. H., & Walls, A. (2012). Enduring travel involvement, destination brand equity, and travelers’ visit intentions: A structural model analysis. Journal of Destination Marketing & Management, 1(1-2), 27-35.

Goldsmith, R. E., Flynn, L. R., & Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing theory and practice, 11(4), 54-65.

Goodrich, K., & De Mooij, M. (2014). How ‘social’are social media? A cross-cultural comparison of online and offline purchase decision influences. Journal of Marketing Communications, 20(1-2), 103-116.

Hajli, M. N. (2014a). Developing online health communities through digital media. International Journal of Information Management, 34(2), 311-314.

Hajli, M. N. (2014b). The role of social support on relationship quality and social commerce. Technological Forecasting Social Change, 87, 17-27.

Hajli, M. N. (2014c). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.

Hajli, N., & Sims, J. (2015). Social commerce: The transfer of power from sellers to buyers. Technological Forecasting Social Change, 94, 350-358.

Hambrick, M. E., & Mahoney, T. Q. (2011). 'It's incredible–trust me': exploring the role of celebrity athletes as marketers in online social networks. International Journal of Sport Management and Marketing, 10(3-4), 161-179.

Hamid, A. A., Razak, F. Z. A., Bakar, A. A., & Abdullah, W. S. W. (2016). The effects of perceived usefulness and perceived ease of use on continuance intention to use e-government. Procedia Economics Finance, 35, 644-649.

Han, K.-H. (2016). The feeling of “face” in Confucian society: From a perspective of psychosocial equilibrium. Frontiers in psychology, 7, 1055.

Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science, 43(3), 375-394. http://dx.doi:10.1007/s11747-014-0388-3

Horzum, M. B. (2015). Interaction, Structure, Social Presence, and Satisfaction in Online Learning. Eurasia Journal of Mathematics, Science & Technology Education, 11(3), 505-512. http://dx.doi: 10.12973/eurasia.2014.1324a

Hur, K., Kim, T. T., Karatepe, O. M., & Lee, G. (2017). An exploration of the factors influencing social media continuance usage and information sharing intentions among Korean travellers. Tourism Management, 63, 170-178.

Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G., & Jianzhou, Y. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80, 22-32.

Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of business research, 96, 343-354.

James, M. X., Hu, Z., & Leonce, T. E. (2019). Predictors of organic tea purchase intentions by Chinese consumers: Attitudes, subjective norms and demographic factors. Journal of Agribusiness in Developing Emerging Economies, 9(3), 202-219.

Kang, J.-W., & Namkung, Y. (2019). The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management, 78, 189-198.

Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.

Kang, S. K., & Bodenhausen, G. V. (2015). Multiple identities in social perception and interaction: Challenges and opportunities. Annual review of psychology, 66, 547-574.

Kim, N., & Kim, W. (2018). Do your social media lead you to make social deal purchases? Consumer-generated social referrals for sales via social commerce. International Journal of Information Management, 39, 38-48.

Kim, S.-E., Lee, K. Y., Shin, S. I., & Yang, S.-B. (2017). Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information Management, 54(6), 687-702.

Kollat, J., & Farache, F. (2017). Achieving consumer trust on Twitter via CSR communication. Journal of consumer marketing, 34(6), 505-514.

Lam, L. W., Chan, K. W., Fong, D., & Lo, F. (2011). Does the look matter? The impact of casino servicescape on gaming customer satisfaction, intention to revisit, and desire to stay. International Journal of Hospitality Management, 30(3), 558-567.

Laumer, S., Maier, C., & Weitzel, T. (2017). Information quality, user satisfaction, and the manifestation of workarounds: a qualitative and quantitative study of enterprise content management system users. European Journal of Information Systems, 26(4), 333-360.

Lee, S., & Choeh, J. Y. (2018). The interactive impact of online word-of-mouth and review helpfulness on box office revenue. Management Decision, 56(4), 849-866.

Lee, W. O., & Wong, L. S. (2016). Determinants of mobile commerce customer loyalty in Malaysia. Procedia-Social and Behavioral Sciences, 224, 60-67.

Li, J., Zhang, X.-A., & Sun, G. (2015). Effects of “face” consciousness on status consumption among Chinese consumers: Perceived social value as a mediator. Psychological reports, 116(1), 280-291.

Lin, I. Y. (2009). The combined effect of color and music on customer satisfaction in hotel bars. Journal of Hospitality Marketing & Management, 19(1), 22-37.

Makridakis, S. (2017). The forthcoming Artificial Intelligence (AI) revolution: Its impact on society and firms. Futures, 90, 46-60.

Mohammadi, A., Saraee, M., & Mirzaei, A. (2015). Time-sensitive influence maximization in social networks. Journal of Information Science, 41(6), 765-778.

Muralidharan, S., Rejón-Guardia, F., & Xue, F. (2016). Understanding the green buying behavior of younger Millennials from India and the United States: A structural equation modeling approach. Journal of International Consumer Marketing, 28(1), 54-72.

Nagy, A., Kemény, I., Szűcs, K., Simon, J., & Kiss, V. (2017). Are opinion leaders more satisfied? Results of a SEM model about the relationship between opinion leadership and online customer satisfaction. Society Economy, 39(1), 141-160.

Namkung, Y., & Jang, S. (2008). Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality Management, 20(2), 142-155.

Ng, C. S.-P. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information management, 50(8), 609-620.

Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), 33-44.

Nguyen, N.-T., & Tran, T.-T. (2018). Strategies in Building Brand Loyalty Based on Consumers’ Experience, Trust and Satisfaction: A Study in Vietnamese Using Smartphone Context. Journal of Informatics and Mathematical Sciences, 10(4), 583-598.

Noori, A. S., Hashim, K. F., & Yusof, S. A. M. (2016). The Conceptual Relation of Electronic Word-of-mouth, Commitment and Trust in Influencing Continuous Usage of Social Commerce. International Review of Management and Marketing, 6(7S), 226-230.

Park, J. H., Gu, B., Leung, A. C. M., & Konana, P. (2014). An investigation of information sharing and seeking behaviors in online investment communities. Computers in Human Behavior, 31, 1-12.

Pentina, I., Zhang, L., & Basmanova, O. (2013). Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter. Computers in Human Behavior, 29(4), 1546-1555.

Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as a determinant of argument-based persuasion. Journal of personality social psychology, 41(5), 847.

Pitta, D. A., & Fowler, D. (2005). Online consumer communities and their value to new product developers. Journal of Product Brand Management, 14(5), 283-291.

Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades' evidence. Journal of applied social psychology, 34(2), 243-281.

Prendergast, G., Paliwal, A., & Chan, K. K. F. (2018). Trust in online recommendations: An evolutionary psychology perspective. International Journal of Advertising, 37(2), 199-216.

Rajput, N., & Talan, A. (2017). Impact of Impulsive Buying Behavior and Opinion Leadership on the Relationship between Emotional Intelligence and Consumer Satisfaction of Smartphone buyers. Global Journal of Enterprise Information System, 9(3). http://dx.doi:10.18311/gjeis/2017/15731

Roudposhti, V. M., Nilashi, M., Mardani, A., Streimikiene, D., Samad, S., & Ibrahim, O. (2018). A new model for customer purchase intention in e-commerce recommendation agents. Journal of International Studies, 11(4), 237-253. http://dx.doi:10.14254/2071-8330.2018/11-4/17

Saleem, F. (2017). The Impact of Celebrity Endorsement on Brand Affection and Purchase Intention: The Mediating Role of Word of Mouth.

Sari, D. M. F. P., & Yulianti, N. M. D. R. (2019). Celebrity endorsement, electronic word of mouth and trust brand on buying habits. International journal of social sciences humanities, 3(1), 82-90.

Sebastianelli, R., & Tamimi, N. (2018). E-tailer website attributes and trust: understanding the role of online reviews. Online Information Review, 42(4), 506-519.

Shen, X. L., Cheung, C. M., & Lee, M. K. (2013). What leads students to adopt information from W ikipedia? An empirical investigation into the role of trust and information usefulness. British Journal of Educational Technology, 44(3), 502-517.

Sheth, J. N. (2018). How social media will impact marketing media. In Social media marketing (pp. 3-18): Springer.

Shi, Z., Wu, L., & Kuang, Z. (2018). How face consciousness reverse pro-self-behavior? A study on ecological consumption from the perspective of social value orientation. Journal of Contemporary Marketing Science, 1(1), 117-144.

Shu, M., & Scott, N. (2014). Influence of social media on Chinese students’ choice of an overseas study destination: An information adoption model perspective. Journal of Travel Tourism Marketing, 31(2), 286-302.

Simmonds, G., & Spence, C. (2017). Thinking inside the box: How seeing products on, or through, the packaging influences consumer perceptions and purchase behaviour. Food Quality Preference, 62, 340-351.

Su, L., Swanson, S. R., Chinchanachokchai, S., Hsu, M. K., & Chen, X. (2016). Reputation and intentions: The role of satisfaction, identification, and commitment. Journal of business research, 69(9), 3261-3269.

Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.

Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62, 77-87.

Tabrani, M., Amin, M., & Nizam, A. (2018). Trust, commitment, customer intimacy and customer loyalty in islamic banking relationships. International Journal Of Bank Marketing, 36(5), 823-848.

Teng, S., Khong, K. W., Chong, A. Y. L., & Lin, B. (2017). Persuasive electronic word-of-mouth messages in social media. Journal of Computer Information Systems, 57(1), 76-88.

Tien, D. H., Rivas, A. A. A., & Liao, Y.-K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238-249.

Tsai, W.-H. S., & Men, L. R. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA. Journal of Marketing Communications, 23(1), 2-21.

Wang, J.-C., & Chang, C.-H. (2013). How online social ties and product-related risks influence purchase intentions: A Facebook experiment. Electronic Commerce Research Applications, 12(5), 337-346.

Wang, L., Wei, F., & Zhang, X.-a. (2018). Why Does Energy-Saving Behavior Rise and Fall? A Study on Consumer Face Consciousness in the Chinese Context. Journal of Business Ethics, 1-15.

Wei, J., & Meng, F. (2016). Can Opinion Leaders Influence the Purchase Intention of Online Consumer. International Journal of u-and e-Service, Science and Technology, 9(1), 373-384.

Yan, X., Wang, J., & Chau, M. (2015). Customer revisit intention to restaurants: Evidence from online reviews. Information Systems Frontiers, 17(3), 645-657. http://dx.doi:10.1007/s10796-013-9446-5

Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism management perspectives, 10, 27-36.

Zhang, K. Z., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision Support Systems, 86, 95-108.


To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.

Copyright © Macrothink Institute   ISSN 2162-3058

'Macrothink Institute' is a trademark of Macrothink Institute, Inc.