O boca a boca positivo nas redes sociais

motivadores do comportamento no Facebook

Autores

  • Simoni F. Rohden UFRGS

Palavras-chave:

Boca a boca, Redes Sociais, Consumidor

Resumo

Compreender aspectos que influenciam no comportamento do consumidor tem sido um dos objetivos do campo de estudos em marketing. Com o intuito de identificar os fatores que motivam o consumidor a se engajar no boca a boca positivo nas redes sociais, em especial no Facebook, foi realizada uma survey com 98 usuários da plataforma. Além de identificar os benefícios sociais e o desejo de ajudar a empresa como principais influenciadores, esse artigo verificou que a relação entre a preocupação com os outros e o boca a boca é moderada pela orientação coletivista do indivíduo. Implicações gerenciais e acadêmicas são apresentadas ao final do paper.

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Publicado

2018-02-01

Como Citar

Rohden, S. F. (2018). O boca a boca positivo nas redes sociais: motivadores do comportamento no Facebook. International Journal of Business Marketing, 3(1), 014–025. Recuperado de https://www.ijbmkt.org/ijbmkt/article/view/88

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