When the user becomes a publicist
This qualitative exploratory and descriptive research study seeks to obtain information on "electronic Word of mouth" via social networking websites. Specifically, it aims to further our knowledge of both the identification of the Uses and Gratifications sought (manifest and latent motivat...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2014 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | inglés |
| OAI Identifier: | oai:ddd.uab.cat:184885 |
| Acceso en línea: | https://ddd.uab.cat/record/184885 https://dx.doi.org/urn:doi:10.5585/remark.v13i1.2584 |
| Access Level: | acceso abierto |
| Palabra clave: | Social networks Marketing Ewom Motivations Uses and gratifications User's behavior Redes Sociais Motivações Usos e gratificações Comportamento do usuário |
| Sumario: | This qualitative exploratory and descriptive research study seeks to obtain information on "electronic Word of mouth" via social networking websites. Specifically, it aims to further our knowledge of both the identification of the Uses and Gratifications sought (manifest and latent motivations) by the users through becoming part of eWOM practices on Facebook, and also the gratifications obtained from such behaviors. After interviewing 25 individuals using an open ended questionnaire and qualitatively analyzing their responses, the results of this study provide information about users' motivations for and gratifications obtained from connecting to commercial pages, publishing content on the walls of commercial pages, and exchanging information with other users about brands. The results of this study are useful for communication academics and for marketing and advertising agents. |
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