When the User Becomes a Publicist: Motivations for Ewom on Facebook

• Main Authors: Deborah do Espírito Santo Serra, Maria T. Soto-Sanfiel
• Format: Article
• Language: Portuguese
• Published: Universidade Nove de Julho 2014-03-01
• Series: REMark: Revista Brasileira de Marketing
• Subjects: Redes sociais; Marketing; Boca-a-Boca Eletrônico; electronic Word-of-Mouth (eWOM); Facebook; Usos e Gratificações; Comportamento do Consumidor; Psicologia da Mídia; Pesquisa Qualitativa.
• Online Access: http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2584

This qualitative exploratory and descriptive research study seeks to obtain information on “electronic Word of mouth” via social networking websites. Specifically, it aims to further our knowledge of both the identification of the Uses and Gratifications sought (manifest and latent motivations) by the users through becoming part of eWOM practices on Facebook, and also the gratifications obtained from such behaviors. After interviewing 25 individuals using an open ended questionnaire and qualitatively analyzing their responses, the results of this study provide information about users’ motivations for and gratifications obtained from connecting to commercial pages, publishing content on the walls of commercial pages, and exchanging information with other users about brands. The results of this study are useful for communication academics and for marketing and advertising agents.