Social networks on the internet: the influence of online recommendation on consumption intention
Name: NELSON SIQUEIRA RANGEL NETTO
Type: MSc dissertation
Publication date: 14/12/2012
Advisor:
Name |
Role |
|---|---|
| TERESA CRISTINA JANES CARNEIRO | Advisor * |
Examining board:
| Name |
Role |
|---|---|
| MARCOS PAULO VALADARES DE OLIVEIRA | Co advisor * |
| TERESA CRISTINA JANES CARNEIRO | Advisor * |
Summary: The main goal of this study is to evaluate if online recommendations posted on the social network facebook has an effect on its members intention of consumption and the impact of a variety of mediators, noted reputation of informations source, recommended products noted value, and noted risk of the recommended product. Its a quantitative research that aims to explore the models structural relation through structural equation molding (SEM). In order to conduct the study, the authors facebook page contacts were asked to utilize a technique demonstration snow ball. A survey was made available to the contacted people, so they could answer the questionnaire and then post the survey link onto their facebook pages as well, amplifying the possible number of respondents. the data collection was made in between 09/27/2012 and 10/23/2012 gathering a total of 402 respondents. The research presented a significant impact between the variables online recommendation and intention of consumption, with partial mediation of the variable mediators. Among the mediators, noted risk of the recommended product was the one that presented the least total effect on the intention of consumption. The variable intention of consumption was explained by the tested model, presenting a R² of 47%. The variable intention consumption showed an R² of 47%, which indicates that the model significantly contributes to explain the influence of the factors tested in intent of consumption of users of facebook, thus enabling organizations to invest time in monitoring these behaviors and proactive actions to encourage consumption.
