personalidade e boca a boca: propensÃo ao envio e recebimento de informaÇÕes
Clicks: 239
ID: 136752
2013
This article aims to assess the connection between personality traits and willingness to word of mouth. By means of structural equation modeling, it was found that the sending of information
was significantly preceded by amiability, emotional instability, and consciousness. The receiving of information was significantly preceded by emotional instability and consciousness. In the academic context, this study contributes to the understanding of connections between personality and sending and receiving of information by consumers, by empirically testing a model that makes the junction between psychological constructs with marketing constructs. At the managerial level, this study
contributes to the understanding of consumer behavior and provides evidence for decision making when the intention is to prevent negative word of mouth or to instigate positive word of mouth.
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basso2013rae:personalidade
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Authors | ;Kenny Basso;Danúbia Reck;Eduardo Rech |
Journal | elementa: science of the anthropocene |
Year | 2013 |
DOI | DOI not found |
URL | |
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