OS MELHORES E OS PIORES: O BOCA A BOCA EM SITES DE VAREJO ELETRÔNICO
This paper aims to investigate the internal dimensions of Word-of-Mouth (WOM) behavior, comparing the best and the worst Brazilian e-tail websites in four dimensions: intensity, positive valence, negative valence and content. The research used for this paper is based on the multidimensional framewor...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Getulio Vargas
2016-09-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | http://rae.fgv.br/sites/rae.fgv.br/files/os_melhores_e_os_piores_o_boca_a_boca_em_sites_de_varejo_eletronico_0.pdf |