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A Influência dos clientes organizados em grupos de Facebook na intenção de compra de produtos da marca Mercadona
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O objetivo da presente dissertação é aferir se existe uma relação causal entre a participação dos clientes da Mercadona num grupo de Facebook onde se trocam informações e impressões sobre produtos da marca e o aumento da sua intenção de compra de novos produtos dessa mesma marca. Através de uma questão de partida sustentada por sete construtos/variáveis a serem estudadas: frequência na rede social Facebook, motivação para participar numa comunidade online, tipo de participação no grupo, confiança na influência dos pares, minimização do risco percebido, mudança dos hábitos de compra e lealdade à marca / advocacia da marca; foi possível concluir que, no universo da amostra estudada, existe uma propensão maior de compra de produtos até então desconhecidos após os participantes do grupo e clientes da Mercadona lerem um certo número de opiniões positivas sobre esses mesmos produtos. Foi ainda possível concluir que os mesmos são, na sua grande maioria, advogados da marca, espalhando o e-Word-of-mouth que se gera neste grupo nos seus grupos de influência social, como família e amigos, incitando ao conhecimento da marca e à compra
dos seus produtos.
The aim of this dissertation is to assess whether there is a causal relationship between Mercadona customers' participation in a Facebook group where information and impressions about the brand's products are exchanged, and an increase in their intention to buy new Mercadona products. By means of a starting question supported by seven constructs/variables to be studied: frequency in the Facebook social network, motivation for participating in an online community, type of participation in the group, trust in peer influence, minimization of perceived risk, change in buying habits and brand loyalty/brand advocacy; it was possible to conclude that, in the universe of the sample studied, there is a greater propensity to buy previously unknown products after group participants and Mercadona customers read a certain number of positive opinions about these products. It was also possible to conclude that most of them are brand advocates, spreading the e-Word-of-mouth generated in this group to their social influence groups, such as family and friends, encouraging them to get to know the brand and buy its products.
The aim of this dissertation is to assess whether there is a causal relationship between Mercadona customers' participation in a Facebook group where information and impressions about the brand's products are exchanged, and an increase in their intention to buy new Mercadona products. By means of a starting question supported by seven constructs/variables to be studied: frequency in the Facebook social network, motivation for participating in an online community, type of participation in the group, trust in peer influence, minimization of perceived risk, change in buying habits and brand loyalty/brand advocacy; it was possible to conclude that, in the universe of the sample studied, there is a greater propensity to buy previously unknown products after group participants and Mercadona customers read a certain number of positive opinions about these products. It was also possible to conclude that most of them are brand advocates, spreading the e-Word-of-mouth generated in this group to their social influence groups, such as family and friends, encouraging them to get to know the brand and buy its products.
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E-Whom Opiniões online Comunidades online Grupos sociais Influência social Comportamento do consumidor Redes sociais Facebook Online opinions Online communities Social groups Social influence Consumer behaviour Social media