2020
DOI: 10.7819/rbgn.v22i3.4073
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The Importance of Positive Word-of-Mouth (PWOM) in Leisure Services Consumption by Third Age

Abstract: Purpose-The present study aimed to identify why positive wordof-mouth (PWOM) is important in leisure services consumption by third age consumers. Design/methodology/approach-Using a qualitative and exploratory approach, involving interviews and audio diaries and content analysis to process the data, the study investigated consumers in Brazil aged between 60 and 70 years old. Findings-The main results indicated that factors generated by PWOM such as safety, engagement, relief, knowledge acquirement, social netw… Show more

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