Os Efeitos da Comunicação nas Mídias Sociais sobre o Consumidor:Uma Replicação do Estudo de Schivinski e Dabrowski(214)
DOI:
https://doi.org/10.20397/2177-6652/2015.v15i2.755Palavras-chave:
Mídias sociais, Comunicação gerada pelo usuário, Valor da marca, Atitude de marca, Intenção de compra.Resumo
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.Referências
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