E-word-of-mouth

Este livro é destinado a estudantes, pesquisadores, profissionais e demais interessados em comércio eletrônico (e-commerce), e faz um resgate histórico do surgimento das compras on-line, sua evolução no decorrer dos anos, além de explanar sobre as vantagens e as desvantagens de se utilizar as ferramentas e os recursos do ambiente virtual. Um dos principais objetivos do autor é apresentar como se relacionam alguns aspectos que, via de regra, estão presentes em tal ambiente, como a privacidade, a segurança, a qualidade das informações, a confiança, a propaganda boca a boca eletrônica e a intenção de recompra. Trata-se de uma leitura envolvente, ilustrada com diversas evidências empíricas nacionais e internacionais, complementada por uma ampla pesquisa realizada entre consumidores brasileiros que costumam realizar compras no formato on-line.

Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this information cannot be controlled by marketers; at least this is seldom the case. Positive and negative comments are found in eWOM and they have a powerful influence on credibility, trust and persuasiveness, where influencers play a main role. Brand reputation is shaped by the flow of information and disinformation on the Internet. Social networks are a real tool with which to create and place information. A comment may greatly benefit consumers, preventing uncertainty and boosting sales. eWOM disseminates both information and disinformation, and so internet users and marketers are faced with the problem of how to turn this to their own benefit.

Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this information cannot be controlled by marketers; at least this is seldom the case. Positive and negative comments are found in eWOM and they have a powerful influence on credibility, trust and persuasiveness, where influencers play a main role. Brand reputation is shaped by the flow of information and disinformation on the Internet. Social networks are a real tool with which to create and place information. A comment may greatly benefit consumers, preventing uncertainty and boosting sales. eWOM disseminates both information and disinformation, and so internet users and marketers are faced with the problem of how to turn this to their own benefit.

E-Commerce companies are implementing a lot of strategies to increase product sales and gauge on customer engagement. In the world of social media and online networking, online reviews have gained much importance. Consumers prefer to check the opinion expressed by previous customers of the same product. A good experience by a customer usually leads to him suggesting the product to other customers through word of mouth. With online platforms, this word of mouth has transformed into eWord of mouth. EWOM has become critical in today’s world and changing the way the customers respond to products..

In the past few years, social networks have become one of the most popular communication platforms for both individuals and businesses. Generation Y consumers tend to spend a significant amount of their time on social networks. Hence, they are known as digital natives. Through social networks, generation Y consumers are empowered to share business or brands' advertisements with their friends. Therefore, helping businesses to attract more customers and grow. As such, the purpose of this study is to determine the motivation behind the sharing of online adverts among friends on social networks by generation Y consumers. Focus group interviews were used to collect data from 83 participants. All interviews were documented and transcribed while analysis was based on themes. The findings reveal that individuals prefer sharing advertisements they consider informative and entertaining. The results also indicate that individuals are influenced by egocentric motives such as gaining status by being the first person to share the ad. The mood of the individual when receiving the ad also plays a role in sharing of viral adverts. Lastly, individuals enjoy sharing advertisement from reputable advertisers. The recommendations, managerial implications and limitations of the study have been outlined.

Di dalam era teknologi 4.0, teknologi sangat diperlukan dalam segala bidang, termasuk dalam proses jual beli melalui digital platform. Tidak dipungkiri belanja secara online mempermudah seseorang untuk mendapatkan suatu barang sesuai dengan keinginanya seperti makanan, minuman, bahan makanan, fashion, kosmetik dan masih banyak lagi.

The emergence of the internet and its popularity led to a change in the way we conduct business operations, what caused online shopping growth. These operations depend on perceptions and attitudes that make consumers materialize their purchases in this environment, and heighten their propensity to repeat these operations. Thus, this study aims to analyze the relationships between the constructs security, privacy, quality of information, trust and positive electronic word-of-mouth (e-WOM) as antecedents of repurchase intention of consumers in online shopping context. To achieve this goal, initially we performed a theoretical review in these constructs, proposing a theoretical model that has been tested and validated. Afterwards, a survey was conducted with a sample of 410 consumers who have already performed this type of operation. The data was statistically analyzed using multivariate analysis techniques, specifically the Structural Equation Modeling, which assist in the explanation of the phenomenon studied. The main results indicate that security, privacy and the quality of online shopping site information positively affects trust in that site, and that trust, in turn, positively impacts consumers intention to repurchase. Furthermore, it was found that trust in online shopping site does not affect the involvement of consumers in positive electronic word-of-mouth, and this, in turn, does not impact on the repurchase intention in that site. As implication of these findings, this study contributed to a better understanding of the determinants of consumers intention to repurchase in online environments, which can have impact on the success of companies operating their business on the Internet.