Efeitos das consultas boca a boca nas redes sociais na compra de cosméticos no Equador
DOI:
https://doi.org/10.18046/j.estger.2022.164.5241Palavras-chave:
WOM nas redes sociais, influência social, credibilidade percebida do eWOM, adoção do eWOM, intenção de compraResumo
As redes sociais reestruturaram o paradigma da comunicação no marketing. Pesquisas recentes mostram que o comportamento de revisão está assumindo um papel crítico nas decisões de compra dos consumidores. Nesse contexto, o presente estudo desenvolveu uma estrutura de pesquisa para determinar a cadeia de relacionamento entre influência social, credibilidade boca a boca percebida, adoção boca a boca e intenção de compra aplicada à indústria de cosméticos equatoriana. Através de uma amostra de 406 consumidores e da aplicação do método de análise de equações estruturais, os resultados mostram a relação entre as variáveis levantadas. Apresentam-se importantes implicações para a gestão da comunicação do setor analisado.
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