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Master's Dissertation
DOI
10.11606/D.12.2018.tde-14122017-152502
Document
Author
Full name
Priscilla Santos Faria
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2017
Supervisor
Committee
Crescitelli, Edson (President)
Shiraishi, Guilherme de Farias
Figueiredo, Júlio César Bastos de
Guissoni, Leandro Angotti
Title in Portuguese
Comunicação boca a boca em meio digital: um estudo exploratório sobre o comportamento do público idoso
Keywords in Portuguese
Comunicação boca a boca
Idosos
Meio digital
Abstract in Portuguese
O boca a boca em meio digital tem sido tema de várias pesquisas, mas atualmente algumas questões críticas permanecem desconhecidas. Nesse sentido, este estudo de caráter exploratório e qualitativo, tem como objetivo compreender questões críticas, nomeadamente motivações dos usuários idosos da internet que contribuem com o boca a boca em meio digital. O método adotado inclui revisão na literatura dos conceitos de comunicação de marketing/boca a boca, internet e idosos. Também abrange uma pesquisa de campo com entrevistas em profundidade com usuários da internet idosos, à luz do modelo de Ho e Dempsey (2010). O modelo identifica quatro motivações potenciais: inclusão, individualidade, afeição/altruísmo e controle, que são compreendidas pelos respondentes de forma parcial. Também foram encontrados novos itens como análise de perfil, boca a boca negativo e positivo, comunicação ativa, descontração, diversão, educação, o estímulo emocional e proliferação de ideia, que foram adicionadas como motivações potenciais para esse segmento.
Title in English
Electronic word of mouth communication: an exploratory study of elderly public behavior
Keywords in English
Digital media
Elderly people
Word of mouth communication
Abstract in English
The electronic word of mouth has been the subject of several researches, but currently some critical questions remain unknown. In this sense, this exploratory and qualitative study aims to understand the critical questions, namely motivations of elderly internet users which contribute with electronic word of mouth. The method adopted includes a literature's concepts review of marketing communication/word of mouth, internet and elderly. It also covers a field research with in-depth interviews with elderly internet users, in the light of Ho e Dempsey's model (2010). The model identifies four potential motivations: inclusion, individuality, affection / altruism, and control, which are partially conceived by respondents. New items were also found such as profile analysis, negative and positive word of mouth, active communication, relaxation, fun, education, emotional stimulation and the proliferation of idea, which were added as potential motivations for this segment.
 
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CorrigidoPriscila.pdf (1.37 Mbytes)
Publishing Date
2018-01-22
 
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