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Influência 2.0

Influência 2.0

Angshuman Ghosh

57,83 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2024
Materia
Sociedad y cultura: general
ISBN:
9786208516550
57,83 €
IVA incluido
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Sobre IBD

As redes sociais surgiram como um dos maiores fenómenos no mundo da comunicação e do marketing. Milhares de milhões de pessoas utilizam diariamente diferentes sítios Web das redes sociais. Os consumidores também consultam as opiniões sobre produtos e serviços nas redes sociais antes de tomarem decisões de compra. Este livro investiga a forma como os consumidores são influenciados pelas críticas que lêem nas redes sociais. Com base na literatura existente, é apresentado um modelo concetual do WOM nas redes sociais e, em seguida, as hipóteses de investigação são validadas empiricamente através de experiências. O papel da credibilidade da fonte, o sítio Web das redes sociais, o conhecimento do produto e o nível de envolvimento são também explorados neste contexto.

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