Στη διπλωματική αυτή εργασία θα αναλύσουμε, θεωρητικά και εμπειρικά, ένα παράγοντα που επηρεάζει σε μεγάλο βαθμό την καταναλωτική συμπεριφορά. Ειδικότερα, θα ασχοληθούμε με την Electronic Word of Mouth επικοινωνία που ασκείται από τους καταναλωτές στα διάφορα διαδικτυακά κοινωνικά δίκτυα. Στην προσπάθεια μας να ερμηνεύσουμε τον όρο αυτό όσο γίνεται καλύτερα θα σας παρουσιάσουμε τη θεωρητική ανάλυση του Word of Mouth και του Electronic Word of Mouth όπως έχει καταγραφεί στη διεθνή βιβλιογραφία. Στα πλαίσια αυτής της ανάλυσης θα προσπαθήσουμε να σας παρουσιάσουμε το θεωρητικό υπόβαθρο της επικοινωνίας αυτής και να αναδείξουμε τα πλεονεκτήματα και τα μειονεκτήματα που αποκομίζουν οι καταναλωτές αλλά και οι επιχειρήσεις από την κατάλληλη αξιοποίηση της Word of Mouth και της Electronic Word of Mouth επικοινωνίας. Θα σας παρουσιάσουμε τα συμπεράσματα μελετών που έχουν πραγματοποιηθεί και αναφέρονται στην ισχύ της Word of Mouth και της Electronic Word of Mouth επικοινωνίας έναντι της διαφήμισης, την στάση του καταναλωτή απέναντι στα προϊόντα που έχει σχηματίσει θετική ή αρνητική εντύπωση, μέσω της κατανάλωσής τους, και τις ανάλογες συστάσεις που πραγματοποιεί σε φίλους και γνωστούς του. Έπειτα θα σας παρουσιάσουμε τις ομοιότητες και τις διαφορές που υπάρχουν ανάμεσα στη Word of Mouth και την Electronic Word of Mouth επικοινωνία, καθώς και την εμπλοκή της Electronic Word of Mouth επικοινωνίας στα διάφορα διαδικτυακά κοινωνικά δίκτυα. Επιπρόσθετα, θα σας παρουσιάσουμε τα αποτελέσματα της έρευνας που πραγματοποιήσαμε, με τη συλλογή πρωτογενών δεδομένων, ώστε να καταφέρουμε να αναλύσουμε την καταναλωτική συμπεριφορά των νέων ανθρώπων και να εκτιμήσουμε το βαθμό που ο παράγοντας αυτός, δηλαδή η Electronic Word of Mouth επικοινωνία που πραγματοποιείται στα διάφορα διαδικτυακά κοινωνικά δίκτυα, επιδρά στις αγοραστικές τους αποφάσεις. Εν κατακλείδι, θα σας παρουσιάσουμε τα συμπεράσματα που προκύπτουν από τη στατιστική ανάλυση του ερωτηματολογίου καθώς και τις προτάσεις μας προς τα στελέχη του τμήματος μάρκετινγκ των διαφόρων επιχειρήσεων. / In this dissertation we will analyze theoretically and empirically, a factor that significantly affects consumer behavior. In particular, we address the Electronic Word of Mouth communication brought by consumers in various online social networks. In our effort to interpret the condition as best we will present the theoretical analysis of Word of Mouth and Electronic Word of Mouth as recorded in the literature. In this analysis we will try to present the theoretical background of this communication and to highlight the advantages and disadvantages accruing to consumers and businesses by exploiting the Word of Mouth and Electronic Word of Mouth Communication. We will present the findings of studies conducted and reported in the power of Word of Mouth and Electronic Word of Mouth Communication over the ad, its attitude toward consumer products has made a positive or negative impression through their consumption, and relevant recommendations made to friends and acquaintances. Then we will present the similarities and differences between the Word of Mouth and Electronic Word of Mouth communication and involvement Electronic Word of Mouth communication in various online social networks. Additionally, we will present the results of the survey we conducted by collecting primary data that we can analyze the consumer behavior of young people and to assess the extent to which this factor, namely the Electronic Word of Mouth communication involved in various online social networks, it affects their purchasing decisions. In conclusion, we will present the findings of the statistical analysis of the questionnaire as well as our proposals to the executives of the marketing department of various companies.

O boca a boca em meio digital tem sido tema de várias pesquisas, mas atualmente algumas questões críticas permanecem desconhecidas. Nesse sentido, este estudo de caráter exploratório e qualitativo, tem como objetivo compreender questões críticas, nomeadamente motivações dos usuários idosos da internet que contribuem com o boca a boca em meio digital. O método adotado inclui revisão na literatura dos conceitos de comunicação de marketing/boca a boca, internet e idosos. Também abrange uma pesquisa de campo com entrevistas em profundidade com usuários da internet idosos, à luz do modelo de Ho e Dempsey (2010). O modelo identifica quatro motivações potenciais: inclusão, individualidade, afeição/altruísmo e controle, que são compreendidas pelos respondentes de forma parcial. Também foram encontrados novos itens como análise de perfil, boca a boca negativo e positivo, comunicação ativa, descontração, diversão, educação, o estímulo emocional e proliferação de ideia, que foram adicionadas como motivações potenciais para esse segmento. / The electronic word of mouth has been the subject of several researches, but currently some critical questions remain unknown. In this sense, this exploratory and qualitative study aims to understand the critical questions, namely motivations of elderly internet users which contribute with electronic word of mouth. The method adopted includes a literature\'s concepts review of marketing communication/word of mouth, internet and elderly. It also covers a field research with in-depth interviews with elderly internet users, in the light of Ho e Dempsey\'s model (2010). The model identifies four potential motivations: inclusion, individuality, affection / altruism, and control, which are partially conceived by respondents. New items were also found such as profile analysis, negative and positive word of mouth, active communication, relaxation, fun, education, emotional stimulation and the proliferation of idea, which were added as potential motivations for this segment.

The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.

The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.

Most studies about customer satisfaction and word-of-mouth communication were discussed how customer satisfaction brought word-of-mouth communication. And to word-of-mouth communication, researches were referring to the motive of word-of-mouth communication, how word-of-mouth communication been measured, or the impact to the customer decision behavior. However, we missed a critical factor that might change the whole story - word-of-mouth cognitive difference. For it is possible that the factor switch a casual loop from a negative loop to a positive one. This study using System Dynamics is adept in dealing with issues like dynamics complexities, casual feedback, time delay, taking the word-of-mouth cognitive difference as a factor in the case model. Moreover, simulate the variety of word-of-mouth cognitive difference in different scenario. The result indicates under the structure of this case, high expected word-of-mouth cognitive makes positive word-of-mouth into negative. That means while a person has higher expected to a word-of-mouth, it might leads him expect higher service satisfaction. Once it failed, the situation turnover. Nevertheless, it should be over concerned the actual simulations are not so conspicuous. The appropriate speaking is under the influence of word-of-mouth cognitive difference, shows the pattern of word-of-mouth cognitive acts on customer satisfaction.

The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.

O boca a boca em meio digital tem sido tema de várias pesquisas, mas atualmente algumas questões críticas permanecem desconhecidas. Nesse sentido, este estudo de caráter exploratório e qualitativo, tem como objetivo compreender questões críticas, nomeadamente motivações dos usuários idosos da internet que contribuem com o boca a boca em meio digital. O método adotado inclui revisão na literatura dos conceitos de comunicação de marketing/boca a boca, internet e idosos. Também abrange uma pesquisa de campo com entrevistas em profundidade com usuários da internet idosos, à luz do modelo de Ho e Dempsey (2010). O modelo identifica quatro motivações potenciais: inclusão, individualidade, afeição/altruísmo e controle, que são compreendidas pelos respondentes de forma parcial. Também foram encontrados novos itens como análise de perfil, boca a boca negativo e positivo, comunicação ativa, descontração, diversão, educação, o estímulo emocional e proliferação de ideia, que foram adicionadas como motivações potenciais para esse segmento. / The electronic word of mouth has been the subject of several researches, but currently some critical questions remain unknown. In this sense, this exploratory and qualitative study aims to understand the critical questions, namely motivations of elderly internet users which contribute with electronic word of mouth. The method adopted includes a literature\'s concepts review of marketing communication/word of mouth, internet and elderly. It also covers a field research with in-depth interviews with elderly internet users, in the light of Ho e Dempsey\'s model (2010). The model identifies four potential motivations: inclusion, individuality, affection / altruism, and control, which are partially conceived by respondents. New items were also found such as profile analysis, negative and positive word of mouth, active communication, relaxation, fun, education, emotional stimulation and the proliferation of idea, which were added as potential motivations for this segment.

The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.

The purpose of this thesis is to explain how satisfaction, trust and commitment impacts customer retention and word-of-mouth communication within the industry of Speciality Stores. The study takes off from a historical perspective where the development of marketing is presented, which ultimately leads to customer relationship management (CRM). The study raises the components of customer loyalty and the difficulties of how to build successful customer relationships within the industry of Speciality Stores. A survey questionnaire is conducted and distributed digitally to respondents that are customers of an anonymous company within the industry under investigation. The main findings in this study are that companies within the industry of Speciality Stores can achieve word-of-mouth communication through customer satisfaction and trust. The study also finds that the features of customer satisfaction have a stronger impact on word-of-mouth communication than the features of trust. This means that it is these features of the ones treated in this study that companies within the industry of Speciality Stores should enact in order to best achieve word-of-mouth communication among its customers.

A comunicação boca a boca está fortalecendo-se e popularizando-se, principalmente a partir do advento das mídias sociais. A cultura da população em buscar informações referentes a produtos e serviços está cada vez mais forte, uma vez que a dose de incerteza na compra é grande, em especial em serviços ou serviços aplicados a produtos, por sua intangibilidade. Dessa forma, a comunicação boca a boca tradicional ou via mídias sociais tem se intensificado, tanto na busca quanto na emissão de opiniões. Neste contexto de mercado, uma das formas de uma empresa se tornar competitiva no mercado é criando um relacionamento a longo prazo com seus clientes, facilitando a existência de uma identificação do consumidor com a empresa. Partindo do cenário de serviços, este estudo tem o objetivo de avaliar as relações simultâneas entre três conceitos: experiência do consumidor com o serviço, identificação do consumidor com a empresa e o comportamento de recomendação deste consumidor. Este estudo teve por propósito avaliar estas relações, e, para isso, validou escalas para mensuração destes conceitos no contexto brasileiro. Foi aplicado um questionário online com 500 respondentes, sendo que o pré-requisito era que o respondente escolhesse um estabelecimento (bar ou restaurante) com o qual se identificasse. A análise de dados incluiu uma análise fatorial exploratória e uma confirmatória, dando seguimento à modelagem de equações estruturais (MEE por meio do software LISREL) para analisar a relação entre os três conceitos. Como resultados, encontrouse que tanto a identificação do consumidor com a empresa quanto a experiência do consumidor com o serviço possuem impacto no comportamento de recomendação, neste estudo, representado pelas dimensões de frequência e motivação para recomendar. Entretanto, ambos possuem maior impacto na motivação de recomendação do que na frequência. Ao comparar a identificação do consumidor com a empresa e a experiência do consumidor com o serviço, o primeiro possui uma maior influência nos constructos de recomendação, indicando que ainda que ambos tenham impacto no comportamento de recomendação, a criação de um relacionamento forte e embasado na identificação do consumidor com a empresa se torna um diferencial para a mesma. Com relação à validação das escalas utilizadas no estudo, tem-se que uma das escalas utilizadas para mensurar o constructo de identificação não possuiu validade convergente nem divergente, indicando sua fragilidade para seu uso na academia. / Word of mouth communication is becoming stronger and more popular mainly from the advent of social media. The consume culture of seeking for information about products and services has become very popular, especially when it is about services or services applied to products. The main characteristic of the services is its intangibility, which leads to a higher amount of uncertainty prior to purchasing. Thus, word of mouth communication via traditional or social media has been growing significantly both in pursuit and in issuing opinions. In this context, in order to gain competition, companies should focus on creating and developing a long term relationship with their clients, facilitating the identification of the consumer with the company. Based on the service scenario, this study aims to assess the simultaneous relationships among three different concepts: customer experience with the service, consumer-company identification and the consumer recommendation behavior. Therefore, validating the scales to measure these concepts in the Brazilian context was necessary to achieve the goals of this study. 500 people participated in an online survey about those three concepts. In the beginning of the survey, the respondent had to choose an establishment (a bar or a restaurant) with which he/she identified. Data analysis included an exploratory and a confirmatory factor analysis, followed by the structural equation modeling (SEM using the LISREL software) in order to analyze the relationship between those three concepts. As a result, it was found that both concepts (consumer-company identification and consumer experience with the service) have a positive impact on the recommendation behavior of the consumer, represented on this study by the dimensions of frequency and motivation to recommend. However, both concepts had a greater impact on the motivation for recommending than on the frequency of recommendation. By comparing the performance of those two antecedents, consumer-company identification showed a greater influence on the dimensions of the recommendation behavior, indicating that although both concepts have an impact on this behavior, developing a strong relationship with the consumer becomes a differential for the establishment. Regarding the validation of the scales, one of the scales used to measure the construct of consumer-company identification did not possess convergent nor divergent validity, indicating its weakness to use it in other academic studies.