THE EWOM ON FACEBOOK: AN EXPLORATORY STUDY OF CONSUMER MOTIVATION
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 use...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | Spanish |
| Published: |
Fundación Unamuno
2013-04-01
|
| Series: | Revista Orbis |
| Subjects: | |
| Online Access: | http://ojs.revistaorbis.org.ve/index.php/orbis/article/view/39 |