Interpersonal Influence in Virtual Social Networks and Consumer Decisions

Authors

  • Eduardo Botti Abbade UFRGS e UNIFRA
  • Andiara Della Flora
  • Greice de Bem Noro UNIFRA

DOI:

https://doi.org/10.5902/198346594976

Abstract

This study aimed to analyze the attitude of college students regarding to interpersonal influence in virtual social networks related to consume decisions. It was conducted a survey with 200 college students from an Institution of Higher Education located in Santa Maria/RS. The sample was obtained through voluntary adhesion and the data collection instrument was applied in a virtual environment. Scales were adapted to measure and evaluate the propensity of students to influence and be influenced by their virtual contacts. The results suggest that the scales adapted are satisfactory to measure what they intend to do. The study also found that men are more able to influence the opinions of their virtual social contacts. On the other hand, the time dedicated to access the Internet positively and significantly influences the propensity of users to be influenced by their virtual social contacts. The correlation between the ability to influence the propensity to be influenced is significant and positive.

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Author Biography

Eduardo Botti Abbade, UFRGS e UNIFRA

Graduado em Administração de Empresas pela Universidade Federal de Santa Maria (UFSM) e Mestre em Administração pela Universidade Federal do Paraná (UFPR). Atualmente é Professor Assistente e Coordenador de Pesquisas do Curso de Administração do Centro Universitário Franciscano - UNIFRA. Tem experiência na área de Marketing, com ênfase em Pesquisa de Marketing, análise estratégica e posicionamento de mercado. Áreas de interesse incluem teorias e estratégias organizacionais, Marketing Estratégico e Tecnologias de Informação e Gestão. É atual lider do Grupo de Estudos e Pesquisas em Administração (GEPAD) do curso de Administração da UNIFRA.

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Published

2014-06-08

How to Cite

Abbade, E. B., Della Flora, A., & Noro, G. de B. (2014). Interpersonal Influence in Virtual Social Networks and Consumer Decisions. Revista De Administração Da UFSM, 7(2). https://doi.org/10.5902/198346594976

Issue

Vol. 7 No. 2 (2014): Abr-Jun

Section

Articles

License

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