The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms

Dellarocas, Chrysanthos

doi:10.1287/mnsc.49.10.1407.17308

Cited by 2,532 publications

(1,234 citation statements)

References 48 publications

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“…Apesar da sua relevância, essas teorias foram construídas num contexto de marketing sem a presença da internet (Dellarocas, 2003;Hennig-Thurau et al, 2004). No final da década de 1990, Buttle (1998) lançou novas perspectivas sobre o entendimento da comunicação BAB.…”

Section: Comunicação Boca a Boca Eletrônica (Bab-e)unclassified

“…Desta forma, deixaram de ser receptores passivos para tornaram-se criadores ativos de informações de consumo. A comunicação boca a boca tradicional (doravante BAB), antes, restrita ao pequeno círculo de familiares e amigos, passou a conviver com a comunicação boca a boca eletrônica (doravante BAB-e), um diálogo entre milhares de usuários na internet (H. Lee, Lee, Kim, & Lee, 2013;Yoo, Sanders, & Moon, 2013), realizado através de diferentes plataformas: sites de opinião de consumidores (Dellarocas, 2003;Hennig-Thurau et al, 2004), sites de marcas (M. Lee & Youn, 2009), blogs (Kozinets, Valck, Wojnicki, & Wilner, 2010) e sites de redes sociais (Chu & Choi, 2011;Chu & Kim, 2011;Wolny & Mueller, 2013). Neste cenário, destaca-se o surgimento dos sites de redes sociais na internet, como o Facebook, LinkedIn e Twitter.…”

Section: Introductionunclassified

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Motivações da Comunicação Boca a Boca Eletrônica Positiva entre Consumidores no Facebook

Tubenchlak¹,

Lima²,

Zanini³

et al. 2015

Rev. adm. contemp.

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ResumoEste estudo buscou investigar as motivações subjacentes ao comportamento de comunicação boca a boca eletrônica (BAB-e) positiva sobre produtos, serviços e marcas no site de redes sociais Facebook, no contexto brasileiro. Para tanto, foram desenvolvidas hipóteses de pesquisa e um modelo teórico para se entender as motivações da comunicação BAB-e positiva nesse contexto. A fim de testar a validade do modelo proposto, um levantamento amostral foi conduzido com 468 usuários do site no Brasil. Os dados foram analisados por meio de modelos de equações estruturais. Os resultados sugerem como motivações significantes a preocupação com outros consumidores e o desejo de interação social, assim como os desejos de extravasar emoções positivas e de ajudar a empresa. A hipótese que previu que as recompensas econômicas afetam positivamente a comunicação BAB-e positiva não foi confirmada, assim, sugerindo que as motivações deste comportamento no Facebook são de natureza social e psicológica mais do que puramente econômica. O teste empírico deu suporte ao papel moderador da força dos laços sociais na relação entre preocupação com outros consumidores e comunicação BAB-e positiva.Palavras-chave: comunicação boca a boca eletrônica; motivações; redes sociais; sites; Facebook. AbstractThe purpose of the present study is to investigate the underlying motivations for positive electronic word of mouth (eWOM) behavior about products, services and brands by Brazilian Facebook users. Research hypotheses and a theoretical model were developed to further our understanding of positive eWOM communication motivations. A survey was conducted with 468 Facebook users in Brazil in order to empirically test the validity of the proposed model. Data was analyzed using structural equations models. Results suggest that concern for other consumers, the desire to engage in social interactions, as well as the desire to share positive emotions and help companies are significant motivations. The hypothesis which predicted that economic rewards are correlated with positive eWOM communication was not confirmed, suggesting that social and psychological motivations are more correlated with eWOM behavior than purely economic reasons for Brazilian Facebook users. The empirical test supported the moderating role of tie strength in the relationship between concern for other consumers and positive eWOM communication.

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Section: Comunicação Boca a Boca Eletrônica (Bab-e)unclassified

Section: Introductionunclassified

Motivações da Comunicação Boca a Boca Eletrônica Positiva entre Consumidores no Facebook

Tubenchlak¹,

Lima²,

Zanini³

et al. 2015

Rev. adm. contemp.

View full text Add to dashboard Cite

show abstract

“…Usually word of mouth is typically associated with face to face interaction that can be provided through oth er medium like telephone or Internet. The importance of web based word of mouth is evident from the emergence and increased use of chat rooms, electronic boards and independent websites presenting interpersonal company information (Dellarocas 2003).…”

Section: Company Dependent V/s Company Independent Sourcesmentioning

confidence: 99%

“…On one hand there is lot of information that is supplied by the company via company websites, recruitment advertising, etc. On the other hand there is a lot of information about organizations "going around" on internet (Dellarocas 2003;Van Hoye, Lievens 2007). Job seekers can quickly search for such independent information about the organization from employee's blogs, chat rooms and company independent websites.…”

Section: Introductionmentioning

confidence: 99%

Employee Reviews on Company Independent Sites and its Impact on Organizational Attractiveness: Role of Information Realism, Person – Environment Fit and Source Credibility Framework

Kaur

Dubey

2014

Business: Theory and Practice

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Extant literature on recruitment has focused on the traditional sources of recruitment like company brochures, career fairs, and impact of such sources on intent to join the organization, productivity and turnover intention. The influence of recruitment related information on pre hire outcomes is still scarce and inconclusive. With the advent of technology and access to Internet, company websites have become an important source of recruitment. Apart from company websites, job seekers are now using company independent websites, forums or online communities to gather a more truthful picture and information about the job and organizational attributes. Social media too has become increasingly important medium where the current employees’ share how it is to work with the organization However research on web based recruitment is limited to company websites. Despite the widespread growth and practical use of these new and innovative media very little is known about how these independent sites influence recruitment pre hire outcomes. In this direction the proposed study presents a conceptual framework about how job seekers perceive company independent websites as a tool for providing recruitment communication and their impact on organizational attractiveness using Information Realism, Person-Environment fit framework, Source Credibility framework.

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“…For a good overview of this area, see the work of Dellarocas (2003Dellarocas ( , 2004. The notion of (computational) mechanism design is also relevant for this area.…”

Section: (I) Non-probabilistic Approachesmentioning

confidence: 99%

Trust models in ubiquitous computing

Krukow¹,

Nielsen

Sassone

2008

Phil. Trans. R. Soc. A.

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The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms

Cited by 2,532 publications

References 48 publications

Motivações da Comunicação Boca a Boca Eletrônica Positiva entre Consumidores no Facebook

Motivações da Comunicação Boca a Boca Eletrônica Positiva entre Consumidores no Facebook

Employee Reviews on Company Independent Sites and its Impact on Organizational Attractiveness: Role of Information Realism, Person – Environment Fit and Source Credibility Framework

Trust models in ubiquitous computing

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