Electronic Word-of-Mouth Impacts on Consumer Behavior: Exploratory and Experimental Studies

Fabio Shimabukuro Sandes, Andre Torres Urdan

Resultado de pesquisarevisão de pares

57 Citações (Scopus)

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.

Idioma originalInglês
Páginas (de-até)181-197
Número de páginas17
RevistaJournal of International Consumer Marketing
Volume25
Número de emissão3
DOIs
Estado da publicaçãoPublicadas - mai. 2013
Publicado externamenteSim

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