Social communicate with their friends in real life as

Social media,is,”a group of
that build,on the
ideological and technological,foundations
of Web 2.0, and,that
allow,the creation
and exchange,of,user generated content”
Haenlein, 2010). In the,past,decade, we,witness the rapid
social media,in the
cyber,world, which,brings significant
impacts to our daily lives. This rapid development stimulates research efforts
in studying the impacts of social media to different facets in the society
through the theoretical lens of information systems (IS) (for example, Gnyawali,
Fan, and Penner (2010), Pai and Arnott (2013), and Ransbotham and Kane (2011))
and marketing (for example, Naylor, Lamberton, and West (2012)). At the moment,
there is no formal classification of the types of Internet-based applications
included in social media. However, Constantinides and Fountain (2008) suggest
classifying social media into five categories, i.e., (i) blogs, (ii) social
network sites (for example, Facebook and Google+), (iii) content communities
(for example, YouTube and Wikipedia), (iv) e-Forums, and (v) content
aggregators. Amongst these five categories of Internet- based applications in
social media, social network sites (SNSs) is the most popular one nowadays. The
most successful SNS is Face book, which has a market value of around $61
billion as at 28 March 2013 (Yahoo!, 2013) and over 1 billion users all over
the world (Wikipedia, 2013). SNSs allow individuals to build up personal
Webpages to disseminate their information, and communicate with their friends
in real life as well as in the cyber world. Firms can do a similar thing with a
fans page. SNSs have a huge potential for marketers to develop the brand image
of their products through using the Word-of-Mouth in cyber world (i.e.,
electronic Word-of-Mouth) in an inexpensive way. Therefore, in recent years,
some studies have been conducted to investigate into how electronic
Word-of-Mouth is developed in social media (Cheung & Thadani, 2010).