Electronic word-of-mouth impacts on consumer behaviorexploratory and experimental studies

Resumo

Due to the growth of the Internet as a social media and channel of communication among consumers, electronic word of mouth (eWOM) has gained strength and attention from marketing researchers. This article aims to verify if eWOM affects consumer behavior and the possibility companies may have of managing eWOM by actively responding to comments posted by consumers. An exploratory and experimental study showed that exposure to comment (both negative and positive) impacts brand image. Negative-feedback management reduces the impact on brand image but did not change the impact on purchase intention.

Ficha do documento

Tipo

Artigo científico

Ano

2013

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso restrito

DOI

10.1080/08961530.2013.780850

Identificador

oai:repositorio.fgv.br:10438/25405

Palavras-chave

Brand imageConsumer behaviorConsumer feedbackElectronic word of mouthInternetPurchase intentionImagem de marcaFeedback do consumidorComunicação boca-a-boca eletrônicaAdministração de empresasComércio eletrônicoComportamento do consumidorMarketing na internetMarketing de relacionamento