Influência da comunicação boca-a-boca na intenção de compra: o impacto do expertise e da força do laço social da fonte para produtos hedônicos e utilitários

Abstract

This work has investigated the interaction between two word-of-mouth’s-source-related factors with products’ purchase intention, either hedonic or utilitarian products. The interaction between communication source’s expertise and social ties with the receptor of the communication and product type was analyzed using an experiment. The results allow for the conclusion that, regardless of product type, only the recommendation given by an expert is capable of increasing the receptor’s purchase intention. The same does not apply if the person whom recommends has a stronger (or weaker) social tie with the one receiving the recommendation. This study’s contribution may support marketing managers to rethink their word-of-mouth communication strategies, focusing on experts; and it may help academics, by offering another evidence that expertise is the most relevant factor in that kind of communication.