Skip to main content
SpringerLink
Log in

Effects of social media usage on country image and purchase intention from social P2P network perspective

  • Published:
Peer-to-Peer Networking and Applications Aims and scope Submit manuscript

Abstract

Country image has been regarded as the source of competitiveness of a country in the age of globalization. The purpose of this study is to examine what impact does the utilization of social media has on country image, and the relationship between social media usage and the images of a country’s economy, politics, nationality, culture and the country itself; and to examine the impacts of country image on products image and purchase intention. We conducted our analysis in two aspects of social media utilization-usage volume and usage diversity. The comparison of the Korean and Chinese social media users would enrich the insight into the relationship between the various variables developed from a different perspective. In addition, we try to reveal the relationships from a social p2p network perspective that would also provide new insights into the effects between these variables. The results show that, unlike Koreans, Chinese users are significantly related with the social media usage levels. This could be due to various differences that exist between these two countries, such as the state systems, country size, economic development status, culture, etc.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3

Similar content being viewed by others

References

  1. Chowdhury SR, Roy AR, Shaikh M, Daudjee K (2014) A taxonomy of decentralized online social networks. Peer-to-Peer Netw Appl 1–17

  2. Stepchenkova SS, Morrison AM (2008) Russia’s destination image among American pleasure travelers: revisiting Echtner and Ritchie. Tour Manag 29(3):548–560

    Article  Google Scholar 

  3. Lueg JE, Nicole P, Beatty SE, Capella ML (2006) Teenagers’ use of alternative shopping channels: a consumer socialization perspective. J Retail 82(2):137–153

    Article  Google Scholar 

  4. Isabelle M (2008) Teenagers, blogs and socialization: a case study of young french bloggers. Young Consum 9(2):131–142

    Article  Google Scholar 

  5. Okazaki S (2009) The tactical use of mobile marketing: how adolescents’ social networking can best shape brand extensions. J Advert Res 49(1):12–26

    Article  Google Scholar 

  6. Joh H, Ryoo I (2014) A hybrid wi-fi P2P with bluetooth low energy for optimizing smart device’s communication property. Peer-to-Peer Netw Appl 1–11

  7. Skuse A for CNN (2014) WeChat: The Chinese chat app stealing Weibo’s thunder (Retrieved from:http://edition.cnn.com/2014/02/27/business/tencent-WeChat-unseatssinaweibo/index.html?hpt=hp_c5)

  8. Stelzner MA (2010) Social media marketing industry report: How marketers are using social media to grow their businesses. Soc Med Examiner

  9. Cha HH, Kim SM (2011) A case study on korean wave: focused on k-pop concert by Korean idol groups in Paris. Commun Comput Inf Sci 263

  10. Zhang Q, Lin Y, Wang Z (2013) Cost-effective capacity migration of peer-to-peer social media to clouds. Peer-Peer Netw Appl 6(3):247–256

    Article  Google Scholar 

  11. Sung SY (2010) Constructing a new image, Hallyu in Taiwan. Eur J East Asian Stud 9:24–45

    Article  Google Scholar 

  12. Wikipedia, http://en.wikipedia.org/wiki/P2P

  13. Lueg JE, Finney RZ (2007) Interpersonal communication in the consumer socialization process: scale development and validation. J Mark Theory Pract 15(1):25–39

    Article  Google Scholar 

  14. Casteleyn J, Mottart A, Rutten K (2009) How to use data from facebook in your market research. Int J Mark Res 51(4):439–447

    Article  Google Scholar 

  15. Churchill JR, Moschis GP (1979) Television and interpersonal influences on adolescent consumer learning. J Consum Res 6(1):23–35

    Article  Google Scholar 

  16. Mukhopadhyay A, Yeung CW (2010) Building character: effects of lay theories of self-control on the selection of products for children. J Mark Res 47(2):240–250

    Article  Google Scholar 

  17. Cambridge Business English Dictionary, http://dictionary.cambridge.org/dictionary/british/social-media

  18. Ahuja MK, Galvin JE (2003) Socialization in virtual groups. J Manag 29(2):161–185

    Google Scholar 

  19. Zhang J, Daugherty T (2009) Third-person effect and social networking: implications for online marketing and word-of-mouth communication. Am J Bus 24(2):53–63

    Article  Google Scholar 

  20. Gershoff AD, Johar GV (2006) Do you know me? Consumer calibration of friends’ knowledge. J Consum Res 32:496–503

    Article  Google Scholar 

  21. Taylor DG, Lewin JE, Strutton D (2011) Friends, fans, and followers: do ads work on social networks? How gender and age shape receptivity. J Advert Res 51(1):258–276

    Article  Google Scholar 

  22. Nielson (2012) State of the Media: The Social Media Report 2012. http://www.nielsen.com/us/en/insights/reports/2012/state-of-the-media-the-social-media-report-2012.html

  23. Kozinets RV (1999) E-tribalized marketing? The strategic implications of virtual communities of consumption. Eur Manag J 17(3):252–264

    Article  Google Scholar 

  24. Buzzetto MN (2012) Social networking in undergraduate education, interdisciplinary journal of information. Knowl Manag 7:63–90

    Google Scholar 

  25. Baloglu S, Brinberg D (1997) Affective images of tourist destinations. J Travel Res 35(4):11–45

    Google Scholar 

  26. Gallarza MG, Saura IG, García HC (2002) Destination image: towards a conceptual framework. Ann Tour Res 29(1):56–78

    Article  Google Scholar 

  27. Kotler P, Haider D, Reiner I (1993) Marketing places: Attracting investment, industry and tourism to cities, states and nations. The Free Press, New York

    Google Scholar 

  28. Bilkey WJ, Nes E (1982) Country-of-origin effects on product evaluations. J Int Bus Stud 13:89–99

    Article  Google Scholar 

  29. Han CM (1989) Country image: halo or summary construct? J Mark 26:222–229

    Article  Google Scholar 

  30. Johansson JK (1989) Determinants and effects of the use of made in labels. Int Mark Rev 6(1):47–58

    Article  Google Scholar 

  31. Knight G, Calantone R (2000) A flexible model of consumer country-of-origin perceptions: a cross-cultural investigation. Int Mark Rev 17(2):127–145

    Article  Google Scholar 

  32. Kotler P, Gertner D (2002) Country as brand, product, and beyond: a place marketing and brand management perspective. J Brand Manag 9(4–5):249–261

    Article  Google Scholar 

  33. Nadeau J, Heslop L, O’Reilly N, Luk P (2008) Destination in a country image context. Ann Tour Res 35(1):84–106

    Article  Google Scholar 

  34. Papadopoulos N, Marshall JJ, Heslop LA (1988) Strategic implications of product and country images: A modeling approach, marketing productivity. In: European Society for Opinion and Marketing Research Lisbon 69–90

  35. Roth KP, Diamantopoulos A (2009) Advancing the country image construct. J Bus Res 62(7):726–740

    Article  Google Scholar 

  36. Dinnie K (2004) Country-of-origin 1965–2004: a literature review. J Cust Behav 3:165–213

    Article  Google Scholar 

  37. Papadopoulos N (2004) Place branding: evolution, meaning and implications. Place Branding 1(1):36–49

    Article  Google Scholar 

  38. Dinnie K (2004) Place branding: overview of an emerging literature. Place Branding 1(1):106–110

    Article  Google Scholar 

  39. Ettenson R (1993) Brand name and country of origin effects in the emerging market economies of Russia, Poland and Hungary. Int Mark Rev 10(5):14–36

    Article  Google Scholar 

  40. Wang X, Yang Z (2008) Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China’s auto industry. Int Mark Rev 25(4):458–474

    Article  Google Scholar 

  41. Aberer K, Punceva M, Hauswirth M, Schmidt R (2002) Improving data access in p2p systems. IEEE Intern Comput 6(1):58–67

    Article  Google Scholar 

  42. Herbsleb JD, Atkins DL, Boyer DG, Handel M, Finholt TA (2002) Introducing instant messaging and chat in the workplace. Paper presented at the computer human interaction conference Minneapolis MN

  43. Isaacs EA, Kamm C, Schiano DJ, Walendowski A, Whittaker S (2002) Characterizing Instant Messaging from recorded logs. Paper presented at the computer human interaction conference Minneapolis MN

  44. Ahuja MK, Galvin JE (2003) Socialization in virtual groups. J Manag 29(2):161–185

    Google Scholar 

  45. http://www.pewresearch.org/

  46. Mitchell TM (1997) Machine learning. McGraw Hill, Burr Ridge

    MATH  Google Scholar 

  47. Laroche M, Papadopoulos N, Heslop LA, Mourali M (2005) The influence of country image structure on consumer evaluations of foreign products. Int Mark Rev 22(1):96–115

    Article  Google Scholar 

  48. Lee D, Ganesh G (1999) Effects of partitioned country image in the context of brand image and familiarity. Int Mark Rev 161:18–39

    Article  Google Scholar 

  49. Maher AA, Carter LL (2011) The affective and cognitive components of country image: perceptions of American products in Kuwait. Int Mark Rev 28(6):559–580

    Article  Google Scholar 

  50. Fornell C, Bookstein F (1982) Two structural equation models: LISREL and PLS applied to consumer exit-voice theory. J Mark Res 19:440–452

    Article  Google Scholar 

  51. Chin WW (1998) The partial least squares approach for structural equation modeling. In George A. Marcoulides (ed.), Mordern Method for Business Research 295–336

  52. Fornell C, Larcker D (1981) Structural equation models with unobservable variables and measurement error. J Mark Res 18(1):39–50

    Article  Google Scholar 

  53. Nunnally JC, Vernstein IJ (1994) Psychometric Theory. McGraw-Hill, New York

    Google Scholar 

  54. Gefen D, Straub D, Boudreau M (2000) Structural equation modeling techniques and regression: guidelines for research practice. Commun Assoc Inf Syst 7(7):1–78

    Google Scholar 

  55. Srite M, Karahanna E (2006) The role of espoused national cultural values in technology acceptance. MIS Q 30(3):679–704

    Google Scholar 

  56. Bhattacherjee A, Sanford C (2006) Influence processes for information technology acceptance: an elaboration likelihood model. MIS Q 30(4):805–825

    Google Scholar 

  57. Falk RF, Miller NB (1992) A Primer for Soft Modeling. The University of Akron Press, Akron

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Management Science and Information System, Kunming University of Science and Technology, 68 Wenchang Road 121 Street, Kunming, Yunnam Province, China

    Guozhong Li

  2. Department of Business Administration, Kyungpook National University, 80 Daehakro Bukgu, Daegu, South Korea

    Eun-Mi Park

  3. Department of Management Information System, Chungbuk National University, 1 Chungdae-ro Seowon-Gu Cheongju, Chungbuk, South Korea

    Seong-Taek Park

Authors
  1. Guozhong Li
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Eun-Mi Park
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Seong-Taek Park
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Seong-Taek Park.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Li, G., Park, EM. & Park, ST. Effects of social media usage on country image and purchase intention from social P2P network perspective. Peer-to-Peer Netw. Appl. 9, 487–497 (2016). https://doi.org/10.1007/s12083-015-0379-2

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12083-015-0379-2

Keywords

Search

Navigation