We theoretically investigate the longitudinal spin Seebeck effect, in which the spin current is injected from a ferromagnet into an attached nonmagnetic metal in a direction parallel to the temperature gradient. Using the fact that the phonon heat current flows intensely into the attached nonmagnetic metal in this particular configuration, we show that the sign of the spin injection signal in the longitudinal spin Seebeck effect can be opposite to that in the conventional transverse spin Seebeck effect when the electron-phonon interaction in the nonmagnetic metal is sufficiently large. Our linear-response approach can explain the sign reversal of the spin injection signal recently observed in the longitudinal spin Seebeck effect. ; Comment: Proc. of ICM 2012 (Accepted for publication in J. Korean Phys. Soc.), typos corrected