Priscilla Santos Faria
Master's - Electronic word of mouth communication: an exploratory study of elderly public behavior
Class 215, FEA-5
Adviser: Prof. Dr. Edson Crescitelli
Comission: Profs. Drs. Leandro Angotti Guissoni, Guilherme de Farias Shiraishi e Júlio César Bastos de Figueiredo
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.