O comportamento do consumidor, o boca a boca eletrônico (eBAB) e as redes sociais on-line: conhecimento atual e direções futuras / The consumer behavior, electronic word-of-mouth (eWOM) and on-line social networks: current knowledge and future directions

O objetivo deste artigo é apresentar o estado da arte das relações entre o comportamento do consumidor, o boca a boca eletrônico e as redes sociais on-line. A importância desse tema se dá em função do grande e crescente interesse dos pesquisadores e do mercado acerca da comunicação entre pessoas em ambiente on-line e dos ambientes de interação em rede. A partir de uma revisão de literatura acerca desses constructos, foram selecionados e analisados três artigos expressivos que focam nessas relações. O primeiro artigo, de Sohn (2009), é intitulado “Disentangling the effects of social network density on electronic word-of-mouth (eWOM) intention”, o segundo, de Brown, Broderick e Lee (2007), de nome “Word of mouth communication within online communities: conceptualizing the online social network” e o último de título “Online word-of-mouth (or mouse) an exploration of its antecedents and consequences”, de Sun et al. (2006). Ao final, há uma avaliação crítica do tema, trazendo reflexões e sugerindo novas proposições de pesquisa para acadêmicos e gestores. Palavras-chave: Comportamento do Consumidor. Boca a Boca Eletrônico. Redes Sociais On-line. The objective of this paper is to present the state of art of the relationship between consumer behavior, electronic word-of-mouth and social networks on-line. The importance of this issue occurs due to the large and growing interest from researchers and market about communication between people in the on-line environment and the interaction network environments. From a literature review of these constructs were selected and analyzed three articles that focus on these significant relationships. The first article by Sohn (2009) is entitled “Disentangling the effects of social network density on electronic word-of-mouth (ewom) intention”, the second, by Brown, Broderick and Lee (2007), called “Word of mouth communication within on-line communities: conceptualizing the on-line social network” and the last title is “On-line word-of-mouth (or mouse) an exploration of its antecedents and consequences”, by Sun et al. (2006). At the end, there is a critical evaluation of the subject, bringing new ideas and suggesting new research propositions to academics and managers. Keywords: Consumer Behavior. Electronic Word-Of-Mouth. On-line Social Networks