Os Efeitos da Comunicação nas Mídias Sociais sobre o Consumidor:Uma Replicação do Estudo de Schivinski e Dabrowski(214)

Authors

  • Claudio Damacena Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS
  • Martin De La Martinière Petroll UNIVERSIDADE FEDERAL DE SANTA CATARINA - UFSC
  • Jéssica Kreischmann Vontobel Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS

DOI:

https://doi.org/10.20397/2177-6652/2015.v15i2.755

Keywords:

Mídias sociais, Comunicação gerada pelo usuário, Valor da marca, Atitude de marca, Intenção de compra.

Abstract

Neste estudo buscou-se a compreensão sobre os efeitos da comunicação via Facebook criada pelas empresas e gerada pelos usuários sobre o valor da marca, a atitude de marca e a intenção de compra. Assim, foram investigados 182 usuários do Facebook usando uma pesquisa online padronizada. Para testar o modelo proposto, foram analisadas 29 marcas de bebidas não alcoólicas. Os resultados demonstraram que a comunicação via Facebook criada pelas empresas exercem uma influência positiva no valor da marca e na atitude de marca. Além disso, a análise indicou que o conteúdo gerado pelos usuários não influenciou positivamente nem o valor da marca nem a atitude de marca. A atitude de marca teve uma influência significativa sobre o valor da marca. E por fim tanto o valor da marca quanto a atitude de marca demonstraram uma influência positiva sobre a intenção de compra.

Author Biographies

Claudio Damacena, Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS

Doutor em Administração pela Universidade de Córdoba (Espanha)

Professor do Programa de Pós-Graduação em Administração da PUCRS

Martin De La Martinière Petroll, UNIVERSIDADE FEDERAL DE SANTA CATARINA - UFSC

Doutor em Administração pela Universidade Federal do Paraná - UFPR

Professor do Departamento de Ciências da Administração da Universidade Federal de Santa Catarina (CAD/UFSC)

Jéssica Kreischmann Vontobel, Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS

Bacharel em Administração - PUCRS

Analista de Marketing - VONPAR

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Published

2015-10-06

How to Cite

Damacena, C., De La Martinière Petroll, M., & Kreischmann Vontobel, J. (2015). Os Efeitos da Comunicação nas Mídias Sociais sobre o Consumidor:Uma Replicação do Estudo de Schivinski e Dabrowski(214). Journal of Management & Technology, 15(2), 135–160. https://doi.org/10.20397/2177-6652/2015.v15i2.755

Issue

Vol. 15 No. 2 (2015): Maio/Agosto

Section

ARTIGO

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