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This study developed an integrated model to explore the antecedents and consequences of online word-of-mouth in the context of music-related communication. Based on survey data from college students, online word-of-mouth was measured with two components: online opinion leadership and online opinion seeking. The results identified innovativeness, Internet usage, and Internet social connection as significant predictors of online word-of-mouth, and online forwarding and online chatting as behavioral consequences of online word-of-mouth. Contrary to the original hypothesis, music involvement was found not to be significantly related to online word-of-mouth. Theoretical implications of the findings and future research directions are discussed.
Sun et al. (Sat,) studied this question.