The impact of eWOM: a study on the adoption of opinions on consumer online communities

Authors

  • Jorge Brantes Ferreira PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro
  • Angilberto Freitas Unigranrio - Universidade do Grande Rio
  • Eduardo Rocha Guarana PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro
  • Thais Vieira de Lima Universidade do Grande Rio - Unigranrio
  • Juliana Werneck Rodrigues PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro
  • Cristiane Junqueira Giovannini PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro

DOI:

https://doi.org/10.18089/

Keywords:

e-commerce, eWOM, consumer behavior

Abstract

Internet has revolutionized word-of-mouth marketing. Once face-to-face, word-of-mouth communications can now be exchanged globally via a multitude of platforms, allowing virtual strangers to share information regardless of geographical boundaries. This study aims to evaluate factors affecting the adoption of information among members of online consumer communities. Structural Equation Modelling (SEM) was used to analyze data from a 288 respondent sample acquired via survey and results indicate that information utility, majorly driven by its relevance and reliability, is crucial for information adoption processes.

Author Biographies

  • Jorge Brantes Ferreira, PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro

    Doutor em Administração pelo COPPEAD do Rio de Docente do programa de Pós-Graduação em Administração da PUC-Rio – Rio de Janeiro

  • Angilberto Freitas, Unigranrio - Universidade do Grande Rio
    Doutor em Administração pela PUC-Rio (2009). Pesquisador e Professor adjunto do Programa de Pós-Graduação em Administração da Universidade do Grande Rio - Unigranrio. Interesses de Pesquisa:Gestão estratégica de tecnologia nas organizações, marketing e marketing digital, inovação e tecnologias aplicadas à educação.
  • Eduardo Rocha Guarana, PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro
    PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro - Graduação em Administração - RJ
  • Thais Vieira de Lima, Universidade do Grande Rio - Unigranrio
    Mestranda do Programa de Pós-Graduação em Administração da Universidade do Grande Rio Unigranrio.
  • Juliana Werneck Rodrigues, PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro

    Doutoranda do Programa de PósGraduação
    em Administração da PUCRio

  • Cristiane Junqueira Giovannini, PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro
    Doutoranda do Programa de Pós-Graduação em Administração da PUC-Rio

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Published

31.07.2016

Issue

Vol. 12 No. 2 (2016)

Section

Tourism/Hospitality: Research Papers

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How to Cite

Ferreira, J. B., Freitas, A., Guarana, E. R., Lima, T. V. de, Rodrigues, J. W., & Giovannini, C. J. (2016). The impact of eWOM: a study on the adoption of opinions on consumer online communities. Tourism & Management Studies, 12(2), 28-37. https://doi.org/10.18089/

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