What Must be Considered when to Perform Consumption Analytics with Facebook Posts?

Detalhes bibliográficos
Autor(a) principal: Netto, Nelson Siqueira Rangel
Data de Publicação: 2016
Outros Autores: Carneiro, Teresa Cristina Janes, Oliveira, Marcos Paulo Valadares de, Monteiro, Rogério Antônio
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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spelling 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
Facebook
Social networks
Internet
Consumption
Electronic word of mouth
Facebook
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
Facebook
Redes sociais
Internet
Consumo
Boca a boca eletrônico
topic Facebook
Social networks
Internet
Consumption
Electronic word of mouth
Facebook
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)
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