Uma Generalização Empírica sobre Comunicação Boca a Boca Usando Metanálise
Based on a literature review of word-of-mouth communication, a theoretical framework is proposed and tested, in which word-of-mouth (WOM) is considered the main construct, satisfaction and loyalty are the antecedents and WOM valence (i.e., positive, negative and mixed) is the moderator. This theoret...
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2011-09-01
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| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1233.pdf |
| _version_ | 1797719686578700288 |
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| author | Celso Augusto de Matos |
| author_facet | Celso Augusto de Matos |
| author_sort | Celso Augusto de Matos |
| collection | DOAJ |
| description | Based on a literature review of word-of-mouth communication, a theoretical framework is proposed and tested, in which word-of-mouth (WOM) is considered the main construct, satisfaction and loyalty are the antecedents and WOM valence (i.e., positive, negative and mixed) is the moderator. This theoretical model is tested using data obtained from a meta-analysis. After reviewing 664 studies, a total of 90 are submitted to the analyses, since they have the relationships of interest and the required statistics (i.e., correlations between constructs or statistics for group differences). The analyzed subset of studies produced 119 independent samples and 36,673 respondents. The results showed a significant association of satisfaction and loyalty with WOM. More specifically, WOM valence introduced a significant moderating effect. This moderating effect is proposed in this paper as the following empirical generalization: considering satisfaction and loyalty as correlates of WOM, satisfaction is the variable that has a stronger relationship with positive WOM, while loyalty is the one that is more closely associated with negative WOM, which might be expressed as SATWOM(+), LEAWOM(-). |
| first_indexed | 2024-03-12T09:08:40Z |
| format | Article |
| id | doaj.art-22ac87994a414aa582603bf78fdf5b1e |
| institution | Directory Open Access Journal |
| issn | 1415-6555 1982-7849 |
| language | English |
| last_indexed | 2024-03-12T09:08:40Z |
| publishDate | 2011-09-01 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
| record_format | Article |
| series | RAC: Revista de Administração Contemporânea |
| spelling | doaj.art-22ac87994a414aa582603bf78fdf5b1e2023-09-02T15:07:33ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)RAC: Revista de Administração Contemporânea1415-65551982-78492011-09-01155877896Uma Generalização Empírica sobre Comunicação Boca a Boca Usando MetanáliseCelso Augusto de MatosBased on a literature review of word-of-mouth communication, a theoretical framework is proposed and tested, in which word-of-mouth (WOM) is considered the main construct, satisfaction and loyalty are the antecedents and WOM valence (i.e., positive, negative and mixed) is the moderator. This theoretical model is tested using data obtained from a meta-analysis. After reviewing 664 studies, a total of 90 are submitted to the analyses, since they have the relationships of interest and the required statistics (i.e., correlations between constructs or statistics for group differences). The analyzed subset of studies produced 119 independent samples and 36,673 respondents. The results showed a significant association of satisfaction and loyalty with WOM. More specifically, WOM valence introduced a significant moderating effect. This moderating effect is proposed in this paper as the following empirical generalization: considering satisfaction and loyalty as correlates of WOM, satisfaction is the variable that has a stronger relationship with positive WOM, while loyalty is the one that is more closely associated with negative WOM, which might be expressed as SATWOM(+), LEAWOM(-).http://www.anpad.org.br/periodicos/arq_pdf/a_1233.pdfempirical generalizationmeta-analysissatisfactionloyaltyword-of-mouth. |
| spellingShingle | Celso Augusto de Matos Uma Generalização Empírica sobre Comunicação Boca a Boca Usando Metanálise RAC: Revista de Administração Contemporânea empirical generalization meta-analysis satisfaction loyalty word-of-mouth. |
| title | Uma Generalização Empírica sobre Comunicação Boca a Boca Usando Metanálise |
| title_full | Uma Generalização Empírica sobre Comunicação Boca a Boca Usando Metanálise |
| title_fullStr | Uma Generalização Empírica sobre Comunicação Boca a Boca Usando Metanálise |
| title_full_unstemmed | Uma Generalização Empírica sobre Comunicação Boca a Boca Usando Metanálise |
| title_short | Uma Generalização Empírica sobre Comunicação Boca a Boca Usando Metanálise |
| title_sort | uma generalizacao empirica sobre comunicacao boca a boca usando metanalise |
| topic | empirical generalization meta-analysis satisfaction loyalty word-of-mouth. |
| url | http://www.anpad.org.br/periodicos/arq_pdf/a_1233.pdf |
| work_keys_str_mv | AT celsoaugustodematos umageneralizacaoempiricasobrecomunicacaobocaabocausandometanalise |