What Must be Considered when to Perform Consumption Analytics with Facebook Posts?
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Data de Publicação: | 2016 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/122 |
Resumo: | This paper aims to discuss and present empirical evidences about whether online recommendations posted on Facebook can be related with consumption intention of its users. Moreover, the perceived reputation of the source of the information, the perceived value of the recommended product, and the perceived risk associated with the product were also considered as possible mediators of this relationship. In this sense, the structural relationship among the variables was assessed through SEM - Structural Equation Modeling. To conduct the study, the Facebook contacts of the author himself were screened using the Snow Ball sampling technique. A total of 402 valid cases were obtained. Among the mediating variables, the one that exerted the least total effect in the relationship was the perceived risk associated with the recommended product. The variable for the consumption intention had a value for R² of 47%, which indicates that the model significantly contributes to the explanation of the influence of the tested factors in the consumption intention of Facebook users. This finding indicates that organizations should invest in monitoring these behaviors and in proactive measures to stimulate consumption. |
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What Must be Considered when to Perform Consumption Analytics with Facebook Posts?O Que se Deve Levar em Conta ao Realizar Análises de Consumo por Meio de Publicações no Facebook?FacebookSocial networksInternetConsumptionElectronic word of mouthFacebookRedes sociaisInternetConsumoBoca a boca eletrônicoThis paper aims to discuss and present empirical evidences about whether online recommendations posted on Facebook can be related with consumption intention of its users. Moreover, the perceived reputation of the source of the information, the perceived value of the recommended product, and the perceived risk associated with the product were also considered as possible mediators of this relationship. In this sense, the structural relationship among the variables was assessed through SEM - Structural Equation Modeling. To conduct the study, the Facebook contacts of the author himself were screened using the Snow Ball sampling technique. A total of 402 valid cases were obtained. Among the mediating variables, the one that exerted the least total effect in the relationship was the perceived risk associated with the recommended product. The variable for the consumption intention had a value for R² of 47%, which indicates that the model significantly contributes to the explanation of the influence of the tested factors in the consumption intention of Facebook users. This finding indicates that organizations should invest in monitoring these behaviors and in proactive measures to stimulate consumption.Este artigo tem como objetivo discutir e apresentar evidências empíricas sobre se as recomendações on-line publicadas no Facebook podem estar relacionadas com a intenção de consumo de seus usuários. Além disso, a reputação percebida da fonte das informações, o valor percebido do produto recomendado e a percepção do risco associado com o produto também foram considerados como possíveis mediadores dessa relação. Neste sentido, a relação estrutural entre as variáveis foram avaliadas através da Modelagem de Equações Estruturais (SEM -Structural Equation Modeling). Para conduzir o estudo, os contatos do Facebook do próprio autor foram selecionados usando a técnica de amostragem da bola de Neve (Snow Ball), o que resultou na obtenção de um total de 402 casos . Entre as variáveis mediadoras, a que exerceu menos efeito total na relação foi a percepção do risco associado com o produto recomendado. A variável para a intenção de consumo apresentou um valor paraR² de 47%, e isso indica que o modelo contribui significativamente para a explicação da influência dos fatores testados na intenção de consumo de usuários do Facebook. Essa constatação indica que as organizações devem investir em monitoramento desses comportamentos e em medidas proativas para estimular o consumo.FUCAPE Business Shool2016-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/12210.15728/bbr.2016.13.4.1Brazilian Business Review; Vol. 13 No. 4 (2016): July to August 2016; 1-23Brazilian Business Review; v. 13 n. 4 (2016): Julho a Agosto de 2016; 1-231808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/122/181http://www.bbronline.com.br/index.php/bbr/article/view/122/182Netto, Nelson Siqueira RangelCarneiro, Teresa Cristina JanesOliveira, Marcos Paulo Valadares deMonteiro, Rogério Antônioinfo:eu-repo/semantics/openAccess2018-10-31T19:05:21Zoai:ojs.pkp.sfu.ca:article/122Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-10-31T19:05:21BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
What Must be Considered when to Perform Consumption Analytics with Facebook Posts? O Que se Deve Levar em Conta ao Realizar Análises de Consumo por Meio de Publicações no Facebook? |
title |
What Must be Considered when to Perform Consumption Analytics with Facebook Posts? |
spellingShingle |
What Must be Considered when to Perform Consumption Analytics with Facebook Posts? Netto, Nelson Siqueira Rangel Social networks Internet Consumption Electronic word of mouth Redes sociais Internet Consumo Boca a boca eletrônico |
title_short |
What Must be Considered when to Perform Consumption Analytics with Facebook Posts? |
title_full |
What Must be Considered when to Perform Consumption Analytics with Facebook Posts? |
title_fullStr |
What Must be Considered when to Perform Consumption Analytics with Facebook Posts? |
title_full_unstemmed |
What Must be Considered when to Perform Consumption Analytics with Facebook Posts? |
title_sort |
What Must be Considered when to Perform Consumption Analytics with Facebook Posts? |
author |
Netto, Nelson Siqueira Rangel |
author_facet |
Netto, Nelson Siqueira Rangel Carneiro, Teresa Cristina Janes Oliveira, Marcos Paulo Valadares de Monteiro, Rogério Antônio |
author_role |
author |
author2 |
Carneiro, Teresa Cristina Janes Oliveira, Marcos Paulo Valadares de Monteiro, Rogério Antônio |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Netto, Nelson Siqueira Rangel Carneiro, Teresa Cristina Janes Oliveira, Marcos Paulo Valadares de Monteiro, Rogério Antônio |
dc.subject.por.fl_str_mv |
Facebook Social networks Internet Consumption Electronic word of mouth Redes sociais Internet Consumo Boca a boca eletrônico |
topic |
Facebook Social networks Internet Consumption Electronic word of mouth Redes sociais Internet Consumo Boca a boca eletrônico |
description |
This paper aims to discuss and present empirical evidences about whether online recommendations posted on Facebook can be related with consumption intention of its users. Moreover, the perceived reputation of the source of the information, the perceived value of the recommended product, and the perceived risk associated with the product were also considered as possible mediators of this relationship. In this sense, the structural relationship among the variables was assessed through SEM - Structural Equation Modeling. To conduct the study, the Facebook contacts of the author himself were screened using the Snow Ball sampling technique. A total of 402 valid cases were obtained. Among the mediating variables, the one that exerted the least total effect in the relationship was the perceived risk associated with the recommended product. The variable for the consumption intention had a value for R² of 47%, which indicates that the model significantly contributes to the explanation of the influence of the tested factors in the consumption intention of Facebook users. This finding indicates that organizations should invest in monitoring these behaviors and in proactive measures to stimulate consumption. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-07-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/122 10.15728/bbr.2016.13.4.1 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/122 |
identifier_str_mv |
10.15728/bbr.2016.13.4.1 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/122/181 http://www.bbronline.com.br/index.php/bbr/article/view/122/182 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 13 No. 4 (2016): July to August 2016; 1-23 Brazilian Business Review; v. 13 n. 4 (2016): Julho a Agosto de 2016; 1-23 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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