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- Title
Who tends to spread Negative Word of Mouth When a Social Network Game Failure Happens? Opinion Leader or Opinion Seeker.
- Authors
Tainyi (Ted) Luor; Hsi-Peng Lu
- Abstract
Following the boom of Facebook, many social network games (SNG) have been embedded in the website to attract more game players. SNG vendors provide fun for players through games, but the players could lose their temper and feel at risk when a system failure occurs. Opinion leaders (OL) or opinion seekers (OS) may spread negative word of mouth (NWOM) through different electronic communication channels. Some studies have shed light on SNG, but little is known about the effects of NWOM and the roles of OL and OS in SNG. In Taiwan, a famous SNG called Happy Farm is a popular SNG game on Facebook and has over three million players in Taiwan. However, beginning 2009, the game has become unstable. This occurrence has upset many players and feel at risk, causing them to stop playing the game. NWOM has spread across the nation, particularly in cyberspace. This study shows that avoiding NWOM is more important than spreading positive WOM. We also demonstrates that OS spread more NWOM in cyberspace than do OL and that there are more working players of SNG than there are student players. The effects of compensation on the attitudes and intentions of players are also discussed
- Subjects
SOCIAL networks; FACEBOOK (Web resource); VIDEO games; TREND setters; SYSTEM failures
- Publication
Journal of Internet Business, 2012, Issue 10, p26
- ISSN
1832-1151
- Publication type
Article