UNDERSTANDING THE POWER OF WORD-OF-MOUTH

Detalhes bibliográficos
Autor(a) principal: Gildin, Suzana
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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spelling 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:2024-04-19T17:00:23.266146RAM. 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
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