UNDERSTANDING THE POWER OF WORD-OF-MOUTH
Autor(a) principal: | |
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Data de Publicação: | 2008 |
Tipo de documento: | Artigo |
Idioma: | por eng spa |
Título da fonte: | RAM. Revista de Administração Mackenzie |
Texto Completo: | https://editorarevistas.mackenzie.br/index.php/RAM/article/view/34 |
Resumo: | Word-of-mouth has been considered one of the most powerful forms of communication in the market today. Understanding what makes word-of-mouth such a persuasive and powerful communication tool is important to organizations that intend to build strong relationships with consumers. For this reason, organizations are concerned about promoting positive word-of-mouth and retarding negative word-of-mouth, which can be harmful to the image of the company or a brand. This work focuses on the major aspects involving word-of-mouth communication. Recommendations to generate positive word-of-mouth and retard negative word-of-mouth are also highlighted. |
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UNDERSTANDING THE POWER OF WORD-OF-MOUTHO consumidor e o poder da comunicação boca-a-bocaWord-of-mouth has been considered one of the most powerful forms of communication in the market today. Understanding what makes word-of-mouth such a persuasive and powerful communication tool is important to organizations that intend to build strong relationships with consumers. For this reason, organizations are concerned about promoting positive word-of-mouth and retarding negative word-of-mouth, which can be harmful to the image of the company or a brand. This work focuses on the major aspects involving word-of-mouth communication. Recommendations to generate positive word-of-mouth and retard negative word-of-mouth are also highlighted.Atualmente o boca-a-boca é considerado uma das formas mais poderosas de comunicação no mercado. Compreender quais são os motivos que levam o boca-a-boca a ser um instrumento de comunicação tão persuasivo e poderoso é importante para organizações que visam a construir fortes relacionamentos com os consumidores. Conseqüentemente, existe grande preocupação em promover o boca-a-boca positivo e retardar o negativo, que pode ser prejudicial à imagem de uma empresa ou até mesmo de uma marca específica. Este artigo concentra-se nos principais aspectos que envolvem a comunicação boca-a-boca. Recomendações de como gerar o boca-a-boca positivo e retardar o negativo também foram destacadas.PALAVRAS-CHAVE: Comunicação boca-a-boca; Propaganda; Internet.Editora Mackenzie2008-07-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/34Revista de Administração Mackenzie; Vol. 4 No. 1 (2003)Revista de Administração Mackenzie; Vol. 4 Núm. 1 (2003)Revista de Administração Mackenzie (Mackenzie Management Review); v. 4 n. 1 (2003)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/34/34https://editorarevistas.mackenzie.br/index.php/RAM/article/view/34/2063https://editorarevistas.mackenzie.br/index.php/RAM/article/view/34/2064Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessGildin, Suzana2011-01-14T18:34:23Zoai:ojs.editorarevistas.mackenzie.br:article/34Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2011-01-14T18:34:23RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false |
dc.title.none.fl_str_mv |
UNDERSTANDING THE POWER OF WORD-OF-MOUTH O consumidor e o poder da comunicação boca-a-boca |
title |
UNDERSTANDING THE POWER OF WORD-OF-MOUTH |
spellingShingle |
UNDERSTANDING THE POWER OF WORD-OF-MOUTH Gildin, Suzana |
title_short |
UNDERSTANDING THE POWER OF WORD-OF-MOUTH |
title_full |
UNDERSTANDING THE POWER OF WORD-OF-MOUTH |
title_fullStr |
UNDERSTANDING THE POWER OF WORD-OF-MOUTH |
title_full_unstemmed |
UNDERSTANDING THE POWER OF WORD-OF-MOUTH |
title_sort |
UNDERSTANDING THE POWER OF WORD-OF-MOUTH |
author |
Gildin, Suzana |
author_facet |
Gildin, Suzana |
author_role |
author |
dc.contributor.author.fl_str_mv |
Gildin, Suzana |
description |
Word-of-mouth has been considered one of the most powerful forms of communication in the market today. Understanding what makes word-of-mouth such a persuasive and powerful communication tool is important to organizations that intend to build strong relationships with consumers. For this reason, organizations are concerned about promoting positive word-of-mouth and retarding negative word-of-mouth, which can be harmful to the image of the company or a brand. This work focuses on the major aspects involving word-of-mouth communication. Recommendations to generate positive word-of-mouth and retard negative word-of-mouth are also highlighted. |
publishDate |
2008 |
dc.date.none.fl_str_mv |
2008-07-18 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/34 |
url |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/34 |
dc.language.iso.fl_str_mv |
por eng spa |
language |
por eng spa |
dc.relation.none.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/34/34 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/34/2063 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/34/2064 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Editora Mackenzie |
publisher.none.fl_str_mv |
Editora Mackenzie |
dc.source.none.fl_str_mv |
Revista de Administração Mackenzie; Vol. 4 No. 1 (2003) Revista de Administração Mackenzie; Vol. 4 Núm. 1 (2003) Revista de Administração Mackenzie (Mackenzie Management Review); v. 4 n. 1 (2003) 1678-6971 1518-6776 reponame:RAM. Revista de Administração Mackenzie instname:Universidade Presbiteriana Mackenzie (MACKENZIE) instacron:MACKENZIE |
instname_str |
Universidade Presbiteriana Mackenzie (MACKENZIE) |
instacron_str |
MACKENZIE |
institution |
MACKENZIE |
reponame_str |
RAM. Revista de Administração Mackenzie |
collection |
RAM. Revista de Administração Mackenzie |
repository.name.fl_str_mv |
RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE) |
repository.mail.fl_str_mv |
revista.adm@mackenzie.br |
_version_ |
1813820668487139328 |