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Authors
Abstract(s)
A Internet veio facilitar a pesquisa de informaçÔes sobre produtos e marcas. A nova dinĂąmica na interação dos consumidores possibilitada pelas redes sociais, permitiu aos consumidores o acesso a muitas opiniĂ”es registadas por outros consumidores (Riegner, 2007). Para Siegel (1999) muitos sites de marcas na internet utilizam como esforço de persuasĂŁo depoimentos de indivĂduos que consumiram os produtos dessas marcas. Com o aparecimento das redes sociais o consumidor passa a produzir conteĂșdos e a necessidade dos consumidores exprimirem as suas opiniĂ”es e experiencias de compra e consumo tomou novas proporçÔes. O Facebook Ă© atualmente a rede social de maior sucesso mundial, tornando-se imperativo conhecer o comportamento do consumidor nesta plataforma. Este estudo permitiu atravĂ©s de uma amostra de conveniĂȘncia de 719 indivĂduos perceber a influĂȘncia do eWOM gerado pelos Grupos de referĂȘncia no Facebook, em Portugal. Adicionalmente analisou-se a utilização desta rede social para pesquisa de informaçÔes sobre marcas e partilha de outras informaçÔes. Conclui-se que, apesar de o Facebook nĂŁo ser uma das principais fontes de busca de informação sobre produtos, quanto maior a busca de informação e quanto maior contribuição online (partilha de informaçÔes) no Facebook, maior a confiança no eWOM obtido atravĂ©s da mesma rede social. Os inquiridos que mais contribuem online sĂŁo tambĂ©m os que mais procuram informação online e mais confiam nessa informação. Verificou-se ainda que as opiniĂ”es emitidas pelos grupos de referĂȘncia no Facebook estĂŁo positivamente correlacionados com a confiança no eWOM e decisĂŁo de compra. Finalmente, identificamos que os grupos de referĂȘncia que mais influĂȘncia tĂȘm na confiança no eWOM e na busca de informação no Facebook sĂŁo os utilizadores em pĂĄginas de marcas, utilizadores em grupos de discussĂŁo, amigos e outros utilizadores.
The Internet has facilitated the search for information about products and brands. The new dynamics in the interaction of consumers made possible by social networks, allowed consumers access to many opinions registered by other consumers (Riegner, 2007). Many sites on the Internet use testimonials in an effort to persuade other people to consume the products of these brands (Siegel, 1999). With the advent of social networking the consumer starts to produce content and the need for consumers to express their views and experiences of buying and consumption has taken new dimensions. Facebook is currently the most successful social networking in the world, making it imperative to know the consumer behavior on this platform. This study led by a convenience sample of 719 individuals perceive the influence of eWOM generated by the reference groups on Facebook, in Portugal. Additionally we analyzed the use of social network to search for information about brands and share other information. It was concluded that although Facebook is not a major source for finding information on products, the greater the search information and the greater contribution online (information sharing) on Facebook, the greater the trust in eWOM obtained by the same social network. Respondents who contribute most online are also those seeking information online and more rely on this information. It was also found that the opinions expressed by reference groups on Facebook are positively correlated with confidence in eWOM and purchase decision. Finally, we identify the reference groups that have more influence on trust in eWOM and seeking information on Facebook are the users on the brands pages, users in discussion groups, friends and other users.
The Internet has facilitated the search for information about products and brands. The new dynamics in the interaction of consumers made possible by social networks, allowed consumers access to many opinions registered by other consumers (Riegner, 2007). Many sites on the Internet use testimonials in an effort to persuade other people to consume the products of these brands (Siegel, 1999). With the advent of social networking the consumer starts to produce content and the need for consumers to express their views and experiences of buying and consumption has taken new dimensions. Facebook is currently the most successful social networking in the world, making it imperative to know the consumer behavior on this platform. This study led by a convenience sample of 719 individuals perceive the influence of eWOM generated by the reference groups on Facebook, in Portugal. Additionally we analyzed the use of social network to search for information about brands and share other information. It was concluded that although Facebook is not a major source for finding information on products, the greater the search information and the greater contribution online (information sharing) on Facebook, the greater the trust in eWOM obtained by the same social network. Respondents who contribute most online are also those seeking information online and more rely on this information. It was also found that the opinions expressed by reference groups on Facebook are positively correlated with confidence in eWOM and purchase decision. Finally, we identify the reference groups that have more influence on trust in eWOM and seeking information on Facebook are the users on the brands pages, users in discussion groups, friends and other users.
Description
Dissertação apresentada ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do Grau de Mestre em Marketing Digital.
Orientado por Mestre InĂȘs Veiga Pereira
Keywords
eWOM Grupos de referĂȘncia Facebook Consumidor Consumer Reference groups
Citation
Publisher
Instituto Politécnico do Porto. Instituto Superior de Contabilidade e Administração do Porto