Negative word-of-mouth on social media and consumer behavior: Study with parents of students of private schools in belo horizonte

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...

Full description

Bibliographic Details
Main Authors: Bastos, A.M (Author), Botrel, A.M.M (Author), de Mesquita, J.M.C (Author), Dias, A.T (Author)
Format: Article
Language:English
Published: Universidade Nove de Julho-UNINOVE 2019
Subjects:
Loyalty
Negative electronic word-of-mouth
Purchase Intention
Social media
Switching costs
Online Access:View Fulltext in Publisher

Similar Items

Similar Items