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O poder do "boca-a-boca" eletrónico by Sara Mohamed

O poder do "boca-a-boca" eletrónico

by Sara Mohamed
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Book cover type: Paperback
  • ISBN13: 9786208185411
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 112
  • Original Price: GBP 67.0
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 177 grams
  • BISAC Subject(s): Marketing / General

A crescente popularidade do comércio eletrónico e o crescimento da Internet revolucionaram a troca de experiências entre consumidores, que deixou de estar limitada ao ambiente pessoal e atingiu uma nova dimensão. O boca-a-boca eletrónico (e-WOM) estabeleceu-se como uma das fontes de informação mais influentes para as decisões de compra, uma vez que as opiniões de outros consumidores são vistas como uma fonte mais fiável do que as dispendiosas campanhas publicitárias, tornando o e-WOM um canal de marketing dominado pelos consumidores. No entanto, um desafio reside no facto de nem todas as críticas em linha terem a mesma influência no comportamento de compra dos consumidores, pelo que estes baseiam a sua tomada de decisão em diferentes caraterísticas das críticas em linha. Devido a lacunas na investigação anterior sobre a identificação das caraterísticas relevantes das críticas em linha, o objetivo desta tese foi explorar este tópico no que diz respeito ao processamento da informação e ao processo de decisão de compra.

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