The positive word-of-mouth in social media
behavior motivator on Facebook
DOI:
https://doi.org/10.18568/ijbmkt.3.1.88Keywords:
Word-of mouth, Social Media, ConsumerAbstract
Understanding aspects that influence consumer behavior has been one of the goals in Marketing studies. In order to identify the factors that motivate the consumer to engage in positive word-of-mouth in social media, especially on Facebook, it was conducted a survey with 98 users of the platform. Besides identifying the social benefits and the desire of helping the company as main influencers, this paper verified that the relation between the concern with others and the word-of-mouth is moderated by the individual’s collectivist orientation. Managerial and academic implications are presented at the end of the paper.
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