• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.662-670
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• 2016

This study notices that corporate crisis spreading throughout society through SNS, according to the growing influence of online e-WOM on the basis Mobile and SNS. The study will prove that users' psychological tendencies can be affected by online e-WOM and played a role factors of crisis management on Facebook fanpage. This study conducted Facebook Fanpages users' perception of authenticity, Fanpage identification theory and interactivity affected Online e-WOM before a crisis, and authenticity, Fanpage identification theory and interactivity affected negative Online e-WOM after a crisis. The result through the sample of 290 men and women in their 20s and 30s who use a Facebook fanpage. found that Facebook fanpage users' perception of authenticity, Fanpage identification theory and interactivity affect on Online e-WOM before a crisis. On the other hand, the results found that Facebook fanpage users' perception of authenticity, and interactivity affect on Online e-WOM in caused crisis. Based on the results from the present study, suggested authenticity, Fanpage identification theory and Interactivity function in the aspect of the relationship marketing or crisis communication.