THE EWOM ON FACEBOOK: AN EXPLORATORY STUDY OF CONSUMER MOTIVATION

被引：0

作者：

Santo Serra, Deborah do Espirito ^{[1
]}

机构：

[1] Univ Autonoma Barcelona, Dept Comunicac Audiovisual & Publicidad, Barcelona, Spain

来源：

ORBIS | 2013年 / 8卷 / 24期

关键词：

qualitative research; word of mouth; uses and gratifications; motivations; social networks;

D O I：

暂无

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

In order to identify the gratifications sought (manifest and latent motives) and those obtained from Facebook users who engage in practices of electronic Word of mouth (eWOM) presents and defends the relevance of an exploratory qualitative study as a first step of research based on the theory of uses and gratifications. The text provides a detailed account and justification of the research design and reports the overall results more relevant research.

引用

页码：70 / 83

页数：14

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