Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da Uninove |
Texto Completo: | http://bibliotecatede.uninove.br/handle/tede/1444 |
Resumo: | This work has investigated the interaction between two word-of-mouth???s-source-related factors with products??? purchase intention, either hedonic or utilitarian products. The interaction between communication source???s expertise and social ties with the receptor of the communication and product type was analyzed using an experiment. The results allow for the conclusion that, regardless of product type, only the recommendation given by an expert is capable of increasing the receptor???s purchase intention. The same does not apply if the person whom recommends has a stronger (or weaker) social tie with the one receiving the recommendation. This study???s contribution may support marketing managers to rethink their word-of-mouth communication strategies, focusing on experts; and it may help academics, by offering another evidence that expertise is the most relevant factor in that kind of communication. |
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Silva, Dirceu dahttp://lattes.cnpq.br/9583759917108842Mazzon, Jos?? Afonsohttp://lattes.cnpq.br/1210919727653975Silva, Dirceu da Silvahttp://lattes.cnpq.br/9583759917108842Brand??o, Marcelo Mollhttp://lattes.cnpq.br/1717178124800971http://lattes.cnpq.br/0574477530206347Rodrigues, Gustavo Viegas2016-06-16T21:15:17Z2015-08-13Rodrigues, Gustavo Viegas. Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios. 2015. 82 f. Disserta????o( Programa de P??s-Gradua????o em Administra????o) - Universidade Nove de Julho, S??o Paulo.http://bibliotecatede.uninove.br/handle/tede/1444This work has investigated the interaction between two word-of-mouth???s-source-related factors with products??? purchase intention, either hedonic or utilitarian products. The interaction between communication source???s expertise and social ties with the receptor of the communication and product type was analyzed using an experiment. The results allow for the conclusion that, regardless of product type, only the recommendation given by an expert is capable of increasing the receptor???s purchase intention. The same does not apply if the person whom recommends has a stronger (or weaker) social tie with the one receiving the recommendation. This study???s contribution may support marketing managers to rethink their word-of-mouth communication strategies, focusing on experts; and it may help academics, by offering another evidence that expertise is the most relevant factor in that kind of communication.Este trabalho investigou a intera????o de dois fatores ligados ao emissor de comunica????o boca-a-boca com a inten????o de se comprar produtos, sejam eles hed??nicos ou utilit??rios. A intera????o entre expertise e o la??o social da fonte da comunica????o com o receptor da recomenda????o do produto e o tipo do produto foi analisada por meio de experimentos. Os resultados permitem concluir que, independentemente do tipo de produto, apenas a recomenda????o vinda de um expert tem capacidade de aumentar a inten????o de compra de quem recebe a recomenda????o. O mesmo n??o acontece se a pessoa que recomenda tem um la??o social mais forte com quem recebeu a recomenda????o. A contribui????o deste estudo auxilia gestores de marketing a repensarem suas estrat??gias de comunica????o boca-a-boca, enfocando-as nos experts; e auxilia acad??micos ao oferecer mais uma evid??ncia de que expertise ?? o fator mais importante nesse tipo de comunica????o.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-16T21:15:17Z No. of bitstreams: 1 Gustavo Viegas Rodrigues.pdf: 1163684 bytes, checksum: 71d37115db9e647b4ddc1e42b8011e46 (MD5)Made available in DSpace on 2016-06-16T21:15:17Z (GMT). No. of bitstreams: 1 Gustavo Viegas Rodrigues.pdf: 1163684 bytes, checksum: 71d37115db9e647b4ddc1e42b8011e46 (MD5) Previous issue date: 2015-08-13application/pdfporUniversidade Nove de JulhoPrograma de P??s-Gradua????o em Administra????oUNINOVEBrasilAdministra????ocomunica????o boca-a-bocaexpertisela??o socialword-of-moth communicationexpertisesocial tiesCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOInflu??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??riosWord of mouth influence on purchase intention: the impact of source expertise and tie strength on hedonic and utilitarian productsinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis8024035432632778221600info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da Uninoveinstname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEORIGINALGustavo Viegas Rodrigues.pdfGustavo Viegas Rodrigues.pdfapplication/pdf1163684http://localhost:8080/tede/bitstream/tede/1444/2/Gustavo+Viegas+Rodrigues.pdf71d37115db9e647b4ddc1e42b8011e46MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://localhost:8080/tede/bitstream/tede/1444/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/14442016-06-16 18:15:17.991oai:localhost: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Biblioteca Digital de Teses e Dissertaçõeshttp://bibliotecatede.uninove.br/PRIhttp://bibliotecatede.uninove.br/oai/requestbibliotecatede@uninove.br||bibliotecatede@uninove.bropendoar:2016-06-16T21:15:17Biblioteca Digital de Teses e Dissertações da Uninove - Universidade Nove de Julho (UNINOVE)false |
dc.title.por.fl_str_mv |
Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios |
dc.title.alternative.eng.fl_str_mv |
Word of mouth influence on purchase intention: the impact of source expertise and tie strength on hedonic and utilitarian products |
title |
Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios |
spellingShingle |
Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios Rodrigues, Gustavo Viegas comunica????o boca-a-boca expertise la??o social word-of-moth communication expertise social ties CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios |
title_full |
Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios |
title_fullStr |
Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios |
title_full_unstemmed |
Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios |
title_sort |
Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios |
author |
Rodrigues, Gustavo Viegas |
author_facet |
Rodrigues, Gustavo Viegas |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Silva, Dirceu da |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/9583759917108842 |
dc.contributor.referee1.fl_str_mv |
Mazzon, Jos?? Afonso |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/1210919727653975 |
dc.contributor.referee2.fl_str_mv |
Silva, Dirceu da Silva |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/9583759917108842 |
dc.contributor.referee3.fl_str_mv |
Brand??o, Marcelo Moll |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/1717178124800971 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/0574477530206347 |
dc.contributor.author.fl_str_mv |
Rodrigues, Gustavo Viegas |
contributor_str_mv |
Silva, Dirceu da Mazzon, Jos?? Afonso Silva, Dirceu da Silva Brand??o, Marcelo Moll |
dc.subject.por.fl_str_mv |
comunica????o boca-a-boca expertise la??o social |
topic |
comunica????o boca-a-boca expertise la??o social word-of-moth communication expertise social ties CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
word-of-moth communication expertise social ties |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
This work has investigated the interaction between two word-of-mouth???s-source-related factors with products??? purchase intention, either hedonic or utilitarian products. The interaction between communication source???s expertise and social ties with the receptor of the communication and product type was analyzed using an experiment. The results allow for the conclusion that, regardless of product type, only the recommendation given by an expert is capable of increasing the receptor???s purchase intention. The same does not apply if the person whom recommends has a stronger (or weaker) social tie with the one receiving the recommendation. This study???s contribution may support marketing managers to rethink their word-of-mouth communication strategies, focusing on experts; and it may help academics, by offering another evidence that expertise is the most relevant factor in that kind of communication. |
publishDate |
2015 |
dc.date.issued.fl_str_mv |
2015-08-13 |
dc.date.accessioned.fl_str_mv |
2016-06-16T21:15:17Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Rodrigues, Gustavo Viegas. Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios. 2015. 82 f. Disserta????o( Programa de P??s-Gradua????o em Administra????o) - Universidade Nove de Julho, S??o Paulo. |
dc.identifier.uri.fl_str_mv |
http://bibliotecatede.uninove.br/handle/tede/1444 |
identifier_str_mv |
Rodrigues, Gustavo Viegas. Influ??ncia da comunica????o boca-a-boca na inten????o de compra: o impacto do expertise e da for??a do la??o social da fonte para produtos hed??nicos e utilit??rios. 2015. 82 f. Disserta????o( Programa de P??s-Gradua????o em Administra????o) - Universidade Nove de Julho, S??o Paulo. |
url |
http://bibliotecatede.uninove.br/handle/tede/1444 |
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por |
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por |
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600 |
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Universidade Nove de Julho |
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Programa de P??s-Gradua????o em Administra????o |
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UNINOVE |
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Brasil |
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Administra????o |
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Universidade Nove de Julho |
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