Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/20938
Título: | From social to marketing interactions: the role of social networks |
Autor(es): | Soares, Ana Maria Pinho, José Carlos M. Nobre, Helena |
Palavras-chave: | Attitude toward advertising Information disclosure Social relationships Trust Word of mouth |
Data: | 12-Mar-2012 |
Editora: | Routledge |
Revista: | Journal of Transnational Management |
Resumo(s): | The purpose of this article is to analyze the impact of social interactions on marketing interactions within social networks (SN). We propose and test a structural model of relationships embracing the following constructs: Social Relationships, Trust, Information Disclosure, Word of Mouth (WOM) and Attitude toward Advertising. Data were gathered through the application of a structured questionnaire to a sample of 150 university students. The results validate the proposed model and support five out of seven hypotheses. The findings evidence that Social Relationships are significant predictors of Information Disclosure, WOM and Attitude toward Advertising. Similarly, Trust acts as a predictor of Information Disclosure and WOM. Overall, social interactions have a positive and significant impact on marketing interactions. |
Tipo: | Artigo |
URI: | https://hdl.handle.net/1822/20938 |
DOI: | 10.1080/15475778.2012.650085 |
ISSN: | 1547-5778 1547-5786 |
Versão da editora: | www.tandfonline.com |
Arbitragem científica: | yes |
Acesso: | Acesso restrito UMinho |
Aparece nas coleções: | iMARKE - Publicações em Revistas (com revisão por pares) / Articles in Journals (peer reviewed) |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Soares, Pinho & Nobre - JTM2012.pdf Acesso restrito! | 1,54 MB | Adobe PDF | Ver/Abrir |