Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  3   Issue 8  2014  
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Article Abstract
Word of Mouth Communication and its Effect on the Affective Commitment
Keywords:  word of mouth, social network, relationship marketing, commitment, information age
José Marcos Carvalho de Mesquita , Rachel Farias do Patrocínio and Karen Beatriz Haas Dornas
In the Information Age, social networks play an important role in spreading the word of mouth communication among consumers. In Brazil, the internet is growing so fast, and companies must understand customer behavior according this new situation. In this context, the article aims to evaluate the influence of word of mouth on affective commitment and purchase intention. This is a quantitative and descriptive research and the sample has been any person participating actively in any consumer social networks. The questionnaires were answered by personal and professional contacts of the authors, who accessed the link to the google docs. For data analysis, we use partial least square method. Based on the results, what is noticed now is a spontaneous articulation between clients in the search for justice in consumer relations between companies. Consumers are mobilized on social networking sites in search of assistance and quality products, ready to alert other consumers when companies do not keep their promises or recommend services and products that have met their goal of excellent value in exchange for their money.
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