Motivações da Comunicação Boca a Boca Eletrônica Positiva entre Consumidores no Facebook
The 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 eWO...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2015-01-01
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| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552015000100008&lng=pt&nrm=iso&tlng=pt |