A influência do word of mouth online na decisão de compra do consumidor

Content Provider	Semantic Scholar
Author	Rodrigues, Diogo
Copyright Year	2014
Abstract	This study is about the importance that the Word of Mouth Communication has to consumers, particularly in the Online environment. The subject is "The Influence of Online Word of Mouth in the consumers' purchasing decisions." The aim was to determine the extent to which Social Factors that characterize Word of Mouth (Homophily, Tie Strength and Source Credibility) influenced the consumers' purchasing decisions. To understand this correlation, it was adopted a quantitative methodology, using an online survey, performed along IADE students. By analyzing this survey, it was found that respondents often read comments on Facebook, giving credence to them. Most respondents recognized that had already changed his mind about a brand, product or service, after reading Online reviews. It was concluded that the three Social Factors have influence on the purchasing decisions of consumers. The Factor that influences the most is Source Credibility.
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://comum.rcaap.pt/bitstream/10400.26/7190/1/Disserta%C3%A7%C3%A3o%20-%20Doc%20Final%20-%20Diogo%20Rodrigues.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article