The impact of eWOM: a study on the adoption of opinions on consumer online communities

• Ferreira, Jorge Brantes ; Freitas, Angilberto ^[1] ; Guarana, Eduardo Rocha ; Lima, Thais Vieira de ; Rodrigues, Juliana Werneck ; Giovannini, Cristiane Junqueira
  1. [1] Unigranrio - Universidade do Grande Rio
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 12, Nº. 2, 2016, págs. 28-37
• Idioma: inglés
• DOI: 10.18089/tms.2016.12204
• Títulos paralelos:
  • O impacto do boca-a-boca online: um estudo sobre a adoção de opiniões em comunidades virtuais de turismo
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 2 Citas
• Resumen
  • English

    Internet has revolutionized word-of-mouth marketing. Once face-to-face, word-of-mouth communications can now be exchanged globally via a multitude of platforms, allowing virtual strangers to share information regardless of geographical boundaries. This study aims to evaluate factors affecting the adoption of information among members of online consumer communities. Structural Equation Modelling (SEM) was used to analyze data from a 288 respondent sample acquired via survey and results indicate that information utility, majorly driven by its relevance and reliability, is crucial for information adoption processes.

  • português

    A internet causou uma verdadeira revolução no marketing boca-a-boca. Essa comunicação, que antes demandava o contato pessoal, agora é compartilhada globalmente por meio de plataformas virtuais entre indivíduos desconhecidos e geograficamente dispersos. O objetivo deste estudo é avaliar os fatores que afetam a adoção de informações em comunidades de consumidores online. Com uma amostra de 288 respondentes, os dados obtidos foram analisados por meio da modelagem de equações estruturais. Os resultados apontam que a percepção de utilidade das informações se mostrou importante para o processo de adoção das opiniões, sendo a relevância e a confiabilidade da fonte os fatores que mais influenciaram a utilidade percebida.

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