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TitleFrom social to marketing interactions : the role of social networks
Author(s)Soares, Ana Maria
Pinho, José Carlos M.
Nobre, Helena
KeywordsAttitude toward advertising
Information disclosure
Social relationships
Word of mouth
Issue date12-Mar-2012
JournalJournal of Transnational Management
Abstract(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.
AccessRestricted access (UMinho)
Appears in Collections:iMARKE - Publicações em Revistas Internacionais (com revisão por pares) / Articles in International Journals (peer review)

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