Publicação
The Armchair quarterback syndrome: Do users pay attention to non-user-related feedback?
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Szabó-Douat, Teodóra | |
| dc.contributor.author | Babao, Charriz Dominique | |
| dc.date.accessioned | 2024-02-28T12:04:37Z | |
| dc.date.available | 2024-02-28T12:04:37Z | |
| dc.date.issued | 2024-01-31 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | Do potential customers’ purchasing decision get affected by reviews from people whose reviews clearly show that they have never tried or used a product or brand? This study investigates this by doing a scenario-based experiment, utilizing a 2x2 between-subjects design (information source: armchair quarterback vs expert x consumer behavior: goal-directed vs experiential). Results indicate that (1) negative reviews, whether they come from negative human experts or armchair quarterbacks, can still impact positive purchase intention; (2) negative reviews can discourage an individual to spend, whether he or she has the goal to purchase a product or not; (3) attitude towards online reviews have a significant effect on positive purchase intention. This paper provides practical implications in dealing with negative online reviews. | pt_PT |
| dc.identifier.tid | 203531280 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/164243 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | WOM | pt_PT |
| dc.subject | eWOM | pt_PT |
| dc.subject | online reviews | pt_PT |
| dc.subject | negative reviews | pt_PT |
| dc.subject | user-generated product review | pt_PT |
| dc.subject | experience goods | pt_PT |
| dc.subject | armchair quarterback | pt_PT |
| dc.subject | purchase intention | pt_PT |
| dc.subject | SOR model | pt_PT |
| dc.subject | SDG 8 - Decent work and economic growth | pt_PT |
| dc.subject | SDG 9 - Industry, innovation and infrastructure | pt_PT |
| dc.title | The Armchair quarterback syndrome: Do users pay attention to non-user-related feedback? | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |