Recomendação boca a boca incentivada: isso também vale?

ID:
35099
Resumo:
Uma das táticas de marketing crescentemente utilizadas para persuasão e conquista de clientes consiste na gestão de recomendações provocadas pela organização, via incentivo a participantes. Tais iniciativas podem suscitar questionamentos, considerando problemas éticos sobre a credibilidade da recomendação. Objetivando mensurar as fontes de influência para a aceitação de uma recomendação boca a boca, este estudo propôs um modelo capaz de relacionar e mensurar o impacto de elementos influenciadores para a aceitação de uma recomendação, bem como o efeito da participação em programa de boca a boca incentivado. Uma survey foi aplicada a 350 participantes, utilizando instrumento com abordagem retrospectiva e apresentação de cenário hipotético. Como resultados do modelo, destaca-se a expertise de quem recomenda, bem como a similaridade que este possui com quem recebe os elementos mais relacionados à mensagem recomendada e sua consequente predisposição a aceitá-la. Ainda foi possível identificar que o incentivo não anula a predisposição de aceitação da recomendação, no entanto provoca sua redução, sugerindo cautela em sua utilização.
Citação ABNT:
PEREIRA, M. S.; GARRIDO, I. L.; MATOS, C. A. Recomendação boca a boca incentivada: isso também vale?. Brazilian Business Review, v. 12, n. 3, p. 96-124, 2015.
Citação APA:
Pereira, M. S., Garrido, I. L., & Matos, C. A. (2015). Recomendação boca a boca incentivada: isso também vale?. Brazilian Business Review, 12(3), 96-124.
DOI:
http://dx.doi.org/10.15728/bbr.2015.12.3.5
Link Permanente:
http://www.spell.org.br/documentos/ver/35099/recomendacao-boca-a-boca-incentivada--isso-tambem-vale-/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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