WHEN THE USER BECOMES A PUBLICIST: MOTIVATIONS FOR EWOM ON FACEBOOK

摘要: This qualitative exploratory and descriptive research study seeks to obtain information on “electronic Word of mouth” via social networking websites. Specifically, it aims further our knowledge both the identification Uses Gratifications sought (manifest latent motivations) by users through becoming part eWOM practices Facebook, also gratifications obtained from such behaviors. After interviewing 25 individuals using an open ended questionnaire qualitatively analyzing their responses, results this provide about users’ motivations for connecting commercial pages, publishing content walls exchanging with other brands. The are useful communication academics marketing advertising agents.