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ItemThe role of opinion leadership characteristics and brand commitment as drivers of brand-related Electronic Word of Mouth (EWOM) in Social Networking Sites (SNS)(Assumption University Press, 2020)Previous studies on the antecedents of Electronic Word of Mouth (EWOM) have either focused on the opinion leadership characteristics of individuals, or on brand commitment. It is the aim of this study to combine these two separate streams of research by evaluating the impact of opinion leadership characteristics and brand commitment as possible drivers of EWOM on Social Networking Sites (SNS). It is found that brand commitment is indeed a strong driver of brand related EWOM. Brand commitment mediates the motivation to engage in EWOM by those who already exhibit opinion leadership characteristics. In addition, the findings show that those who have opinion leadership characteristics and those who do not have opinion leadership differ in the type of EWOM they engage in. This can be defined as Active EWOM (content creation) and Passive EWOM (forwarding information). Marketers can use this information to design strategies that appeal to the needs of those with opinion leadership characteristics by creating novel experiences, or to enhance commitment by rewarding users who share positive information about the brand.
ItemFactors affecting fans' decisions to attend a professional basketball league in Thailand(Assumption University Press, 2020)This research is one of the first to consider an emerging market, exploring the factors affecting the decisions of fans to attend a professional basketball league game in Thailand. Fan acceptability and fan base are important measures for a successful league in the early stages of development. The study extracted 19 factors from the literature and from in-depth interviews with a panel of experts. The factors were assumed to be potentially useful in achieving the goal of increasing both fan acceptability and fan base. A survey instrument was developed by analyzing the past studies of fan motives across different sports, and modifying them to fit the context of Thailand. Data was collected from fans who attended the TBL games. The research explored the factors by applying Structural Equation Modeling (SEM), presenting conclusions along with a discussion, practical implications, and limitations of the study.