Negative word-of-mouth on social media and consumer behavior: Study with parents of students of private schools in belo horizonte
Objective: evaluate the influence of social media's negative WOM communication on consumer behavior. Method: This is a quantitative research with a descriptive approach. The sample consisted of parents of students from private schools in Belo Horizonte. Data were analyzed using structural equat...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Nove de Julho-UNINOVE
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |