Determinantes emocionais do compartilhamento entre consumidores online
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/11858 |
Resumo: | This study aims to analyze the roles of emotional arousal and valence as influencers of the level of information sharing propensity among online consumers. People share content both talking about and by using an online social network. Sharing leads to greater diffusion of different content, making the same to come viral, reaching many audiences (Ho; Dempsey, 2010). Studies have identified that positive, useful or exciting content go viral more likely than others do (Berger; Milkman 2012). Moreover, some people used to share more than others did. Some authors call them brand advocates. To examine this, four experiments were performed: the first compared the propensity to share news in different valences and arousal levels (2x2); the second compared the propensity to share among news and advertisements with different valences (2x2); the third compared how self-declared brand advocates respond to content of different valences; and The fourth compared the propensity to share advertisements with different marketing stimuli to share (none, tip from a friend or participation in a contest) and positive and negative (3x2) valences. The main findings were: a) The more positive and emotionally charged online content were, the more propensity to share they have had; however, b) negative content were considered more useful and more emotionally charged. Moreover, c) if the content were about a brand which the consumer is an advocate, he/she will write longer answers than other people; and d) if the content were recomended for a friend, the odds to consumer be engaged will increase. The main contribution is to assist in theoretical and managerial understanding about the impact of valence, arousal, utility and brand advocacy on virality, enabling organizations to scale their communication efforts and select the best approaches to their messages |
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Feitosa, Wilian RamalhoEscolas::EAESPCrescitelli, EdsonZambaldi, FelipeArruda Filho, Emílio José MonteroBrito, Eliane Pereira ZamithBotelho, Delane2014-07-01T16:01:22Z2014-05-30FEITOSA, Wilian Ramalho. Determinantes emocionais do compartilhamento entre consumidores online. Tese (Doutorado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2014.http://hdl.handle.net/10438/11858This study aims to analyze the roles of emotional arousal and valence as influencers of the level of information sharing propensity among online consumers. People share content both talking about and by using an online social network. Sharing leads to greater diffusion of different content, making the same to come viral, reaching many audiences (Ho; Dempsey, 2010). Studies have identified that positive, useful or exciting content go viral more likely than others do (Berger; Milkman 2012). Moreover, some people used to share more than others did. Some authors call them brand advocates. To examine this, four experiments were performed: the first compared the propensity to share news in different valences and arousal levels (2x2); the second compared the propensity to share among news and advertisements with different valences (2x2); the third compared how self-declared brand advocates respond to content of different valences; and The fourth compared the propensity to share advertisements with different marketing stimuli to share (none, tip from a friend or participation in a contest) and positive and negative (3x2) valences. The main findings were: a) The more positive and emotionally charged online content were, the more propensity to share they have had; however, b) negative content were considered more useful and more emotionally charged. Moreover, c) if the content were about a brand which the consumer is an advocate, he/she will write longer answers than other people; and d) if the content were recomended for a friend, the odds to consumer be engaged will increase. The main contribution is to assist in theoretical and managerial understanding about the impact of valence, arousal, utility and brand advocacy on virality, enabling organizations to scale their communication efforts and select the best approaches to their messagesO objetivo desta tese é contribuir com a análise das emoções, a partir dos papéis da valência e da excitação emocional, como influenciadoras do compartilhamento de informação entre consumidores online. Pessoas compartilham onversando ou utilizando ferramentas de compartilhamento de conteúdo na internet, como as redes sociais virtuais. O compartilhamento de conteúdo na internet leva a uma maior difusão, fazendo com que eles se viralizem, ou seja, sejam retransmitidos diversas vezes, atingindo diferentes públicos (HO; DEMPSEY, 2010). Ainda há dúvidas na literatura sobre as causas desta viralização, e o quanto as emoções influenciam o processo, articularmente se as pessoas tendem a compartilhar mais o que lhes é positivo, o que lhes causa mais excitação (BERGER; MILKMAN, 2012) ou se há um perfil específico de consumidor que se engaja mais nessas ações, como os chamados advogados de marca, e como tal perfil se comporta. Para investigar isso, foram conduzidos quatro experimentos: o primeiro comparou a propensão a compartilhar notícias de valências emocionais e excitações diferentes, o segundo relacionou a propensão a compartilhar propagandas e notícias com valências diferentes, o terceiro analisou como advogados de marca declarados agem com relação a conteúdo de diferentes valências e o quarto comparou a propensão a compartilhar de propagandas com diferentes valências e estímulos ao compartilhamento (nenhum, dica de um amigo ou participação em um sorteio). Os conteúdos de valência positiva que geraram maior excitação ou tidos como mais úteis seriam mais compartilhados, enquanto advogados de marca deram ênfase em suas respostas ao conteúdo negativo, negando-o, justificando-o ou se abstendo, e foram mais intensos ao reclamar de problemas que eles próprios sofreram. Os principais achados desta tese são que a) conteúdo online de valência positiva e de alta excitação tem maior probabilidade de ser compartilhado, porém b) conteúdo online de valência negativa é tido como mais útil e gera maior excitação. Além disso, c) se o conteúdo for referente a uma marca com que o consumidor é engajado, ele reagirá com respostas mais circunstanciadas e d) se o conteúdo lhe for indicado por um amigo, ele tem maior chance de compartilhar. A principal contribuição desta tese é auxiliar na compreensão, teórica e gerencial, do compartilhamento entre usuários, avaliando o 9 impacto de conteúdo excitante ou útil, seja de valência positiva ou negativa, permitindo às organizações dimensionar seus esforços de comunicação e de relacionamento com clientes, com vistas a selecionar as abordagens mais adequadas às mensagensporCompartilhamentoValência emocionalExcitaçãoBoca a bocaExperimentoComunicação onlineEmoçõesAdministração de empresasComunicaçãoEmoçõesExcitação (Psicologia)Comportamento do consumidorComércio eletrônicoDeterminantes emocionais do compartilhamento entre consumidores onlineinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesis20202020reponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; 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|
dc.title.por.fl_str_mv |
Determinantes emocionais do compartilhamento entre consumidores online |
title |
Determinantes emocionais do compartilhamento entre consumidores online |
spellingShingle |
Determinantes emocionais do compartilhamento entre consumidores online Feitosa, Wilian Ramalho Compartilhamento Valência emocional Excitação Boca a boca Experimento Comunicação online Emoções Administração de empresas Comunicação Emoções Excitação (Psicologia) Comportamento do consumidor Comércio eletrônico |
title_short |
Determinantes emocionais do compartilhamento entre consumidores online |
title_full |
Determinantes emocionais do compartilhamento entre consumidores online |
title_fullStr |
Determinantes emocionais do compartilhamento entre consumidores online |
title_full_unstemmed |
Determinantes emocionais do compartilhamento entre consumidores online |
title_sort |
Determinantes emocionais do compartilhamento entre consumidores online |
author |
Feitosa, Wilian Ramalho |
author_facet |
Feitosa, Wilian Ramalho |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Crescitelli, Edson Zambaldi, Felipe Arruda Filho, Emílio José Montero Brito, Eliane Pereira Zamith |
dc.contributor.author.fl_str_mv |
Feitosa, Wilian Ramalho |
dc.contributor.advisor1.fl_str_mv |
Botelho, Delane |
contributor_str_mv |
Botelho, Delane |
dc.subject.por.fl_str_mv |
Compartilhamento Valência emocional Excitação Boca a boca Experimento Comunicação online Emoções |
topic |
Compartilhamento Valência emocional Excitação Boca a boca Experimento Comunicação online Emoções Administração de empresas Comunicação Emoções Excitação (Psicologia) Comportamento do consumidor Comércio eletrônico |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Comunicação Emoções Excitação (Psicologia) Comportamento do consumidor Comércio eletrônico |
description |
This study aims to analyze the roles of emotional arousal and valence as influencers of the level of information sharing propensity among online consumers. People share content both talking about and by using an online social network. Sharing leads to greater diffusion of different content, making the same to come viral, reaching many audiences (Ho; Dempsey, 2010). Studies have identified that positive, useful or exciting content go viral more likely than others do (Berger; Milkman 2012). Moreover, some people used to share more than others did. Some authors call them brand advocates. To examine this, four experiments were performed: the first compared the propensity to share news in different valences and arousal levels (2x2); the second compared the propensity to share among news and advertisements with different valences (2x2); the third compared how self-declared brand advocates respond to content of different valences; and The fourth compared the propensity to share advertisements with different marketing stimuli to share (none, tip from a friend or participation in a contest) and positive and negative (3x2) valences. The main findings were: a) The more positive and emotionally charged online content were, the more propensity to share they have had; however, b) negative content were considered more useful and more emotionally charged. Moreover, c) if the content were about a brand which the consumer is an advocate, he/she will write longer answers than other people; and d) if the content were recomended for a friend, the odds to consumer be engaged will increase. The main contribution is to assist in theoretical and managerial understanding about the impact of valence, arousal, utility and brand advocacy on virality, enabling organizations to scale their communication efforts and select the best approaches to their messages |
publishDate |
2014 |
dc.date.accessioned.fl_str_mv |
2014-07-01T16:01:22Z |
dc.date.issued.fl_str_mv |
2014-05-30 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
FEITOSA, Wilian Ramalho. Determinantes emocionais do compartilhamento entre consumidores online. Tese (Doutorado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2014. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/11858 |
identifier_str_mv |
FEITOSA, Wilian Ramalho. Determinantes emocionais do compartilhamento entre consumidores online. Tese (Doutorado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2014. |
url |
http://hdl.handle.net/10438/11858 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
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Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
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1810024127750209536 |