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Mercadologia • Rev. adm. empres. 42 (1) • Mar 2002 • https://doi.org/10.1590/S0034-75902002000100008   copiar

Fatores de impacto no sucesso do marketing boca a boca on-line

Autoria SCIMAGO INSTITUTIONS RANKINGS

Resumos

O marketing boca a boca caracteriza-se pela divulgação de produtos e serviços por canais interpessoais e consiste em um componente essencial no composto de comunicação de diversas empresas. Nesse sentido, o crescimento do número de consumidores conectados à Internet motiva as empresas a buscarem caminhos para maximizar o marketing boca a boca por meio de ferramentas on-line, como o marketing viral. Com o objetivo de identificar as principais características de uma ação eficaz de marketing boca a boca virtual, realizou-se uma pesquisa exploratória com usuários de Internet em janeiro e fevereiro de 2001. Ao final, são indicados seis fatores que podem influenciar o sucesso do marketing boca a boca virtual.

Marketing boca a boca; Internet; marketing viral; canais interpessoais; difusão de inovações

Word of mouth marketing is characterized by the promotion of products and services through interpersonal channels and is an essential component in the communication mix of many companies. Therefore, the growing number of consumers connected on-line motivates companies to search new ways to maximize word of mouth marketing through the use of virtual tools, such as viral marketing. With the intention of identifying the main characteristics of efficient virtual word of mouth marketing, an exploratory research was conducted with Internet users, during January and February of 2001. Finally, six factors are suggested to influence virtual word of mouth marketing effectiveness.

Word of mouth marketing; Internet; viral marketing; interpersonal channels; diffusion of innovations

MERCADOLOGIA

Fatores de impacto no sucesso do marketing boca a boca on-line

Fernando Jucá Bentivegna

Mestre em Administração de Empresas pela PUC-SP e Doutorando em Administração de Empresas na FGV-EAESP. E-mail: juca@ssj.com.br

RESUMO

O marketing boca a boca caracteriza-se pela divulgação de produtos e serviços por canais interpessoais e consiste em um componente essencial no composto de comunicação de diversas empresas. Nesse sentido, o crescimento do número de consumidores conectados à Internet motiva as empresas a buscarem caminhos para maximizar o marketing boca a boca por meio de ferramentas on-line, como o marketing viral. Com o objetivo de identificar as principais características de uma ação eficaz de marketing boca a boca virtual, realizou-se uma pesquisa exploratória com usuários de Internet em janeiro e fevereiro de 2001. Ao final, são indicados seis fatores que podem influenciar o sucesso do marketing boca a boca virtual.

Palavras-chave:Marketing boca a boca, Internet, marketing viral, canais interpessoais, difusão de inovações.

ABSTRACT

Word of mouth marketing is characterized by the promotion of products and services through interpersonal channels and is an essential component in the communication mix of many companies. Therefore, the growing number of consumers connected on-line motivates companies to search new ways to maximize word of mouth marketing through the use of virtual tools, such as viral marketing. With the intention of identifying the main characteristics of efficient virtual word of mouth marketing, an exploratory research was conducted with Internet users, during January and February of 2001. Finally, six factors are suggested to influence virtual word of mouth marketing effectiveness.

Key words: Word of mouth marketing, Internet, viral marketing, interpersonal channels, diffusion of innovations.

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PRINCIPAIS SITES VISITADOS

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Datas de Publicação

  • Publicação nesta coleção
    15 Fev 2011
  • Data do Fascículo
    Mar 2002
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