Determinants Of Users’ Online Word-of-Mouth Behaviors On Social Media From Social Capital Perspective

With China’s social media boom, its audience behavior is unique from others in U.S.and European markets.However, high propagation and precision marketing value quite depends on the interaction and networking between the social media users. Therefore, from the theoretical perspectives of the social capital theory, we explore how individuals’structural, relational, and cognitive social capital impact online word-of-mouth behaviors on the social media sites.Through the online survey, the research collects333active Weibo valid samples and300active Wechat valid samples. The findings reveal that the critical structure time of using the media, as a part of the structural social capital,has a great impact on the users’WOM behaviors on both Weibo and Wechat. The empirical analysis provides new and relevant theoretical and marketing implications for advertising.