Reconhecimento de marca nas redes sociais: impacto na comunicação boca a boca
DOI:
https://doi.org/10.18046/j.estger.2019.152.3108Palavras-chave:
redes sociais, reconhecimento de marca, comunicação boca a boca, qualidade da informação, interatividade virtualResumo
O objetivo deste artigo foi identificar os determinantes do reconhecimento da marca e o impacto que ela tem na comunicação boca a boca. O estudo foi realizado utilizando a técnica de equações estruturais e os dados foram coletados a partir de uma pesquisa aplicada à amostra validada, composta por 208 usuários de redes sociais no México. Os resultados confirmaram um efeito positivo e significativo da qualidade das informações na consciência de marca, por sua vez, foi demonstrado o efeito direto do reconhecimento da marca na comunicação boca a boca. Esses resultados permitirão às empresas identificar os elementos necessários para a lealdade e o processo de atração de novos clientes.
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