Publicação
Effects of environmental crowdedness on offline and online word of mouth marketing
| Resumo: | Consumers engage in WOM in social settings, which includes crowded settings. This research investigates WOM in crowdedness and other possible influential factors such as comfort, people in the crowd and personality traits. I propose that people who are comfortable, accompanied or extraverted will engage in offline WOM. While people who are uncomfortable, alone or introverted will prefer online WOM as it gives them an opportunity to immerse in their mobile phones. A study was conducted in an organic crowd. The results demonstrate relationships between crowdedness and WOM with potential significant results when considering larger samples in future research. |
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| Autores principais: | Pinto, Maria Fernanda Reyes |
| Assunto: | Offline WOM EWOM SNSs and crowdedness |
| Ano: | 2018 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Consumers engage in WOM in social settings, which includes crowded settings. This research investigates WOM in crowdedness and other possible influential factors such as comfort, people in the crowd and personality traits. I propose that people who are comfortable, accompanied or extraverted will engage in offline WOM. While people who are uncomfortable, alone or introverted will prefer online WOM as it gives them an opportunity to immerse in their mobile phones. A study was conducted in an organic crowd. The results demonstrate relationships between crowdedness and WOM with potential significant results when considering larger samples in future research. |
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