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ISSN : 1229-8778
The purpose of this study is to pay attention to the phenomenon where information is delivered through human network and to examine which information tends to be communicated to whom in accordance with the bond between senders and receivers under the circumstances that information from other media is retransmitted. The characteristics of information were classified into positive information and negative information. Information was divided into factual information which contains objective facts and evaluative information which includes subjective opinions. The results showed that interaction effect between information directionality and tie strength, interaction effect between type of information and tie strength, interaction effect between information directionality and type of information. In conclusion, the results of this study may implicate that when a company intends to provide information on its products, it needs communication strategies fit for each of bond, information directionality and types of information.
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