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Effects of environmental crowdedness on offline and online word of mouth marketing
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Offline WOM EWOM SNSs and crowdedness