O boca a boca eletrônico negativo no instagram com foco na decisão de compra do consumidor online: um estudo com consumidores de artigos esportivos em Natal/RN

Abstract

Word of mouth communication has been studied as a marketing tool for many years. With the growth of the Internet, this tool became global in nature, being called electronic word of mouth. The present work seeks to understand consumers' perception of negative electronic word of mouth practiced on Instagram and how it can affect the purchase decision. For this, a study was conducted on 22 online consumers of sporting goods in Natal/RN by using an interview with a qualitative approach in order to deepen the opinion of the participants. After conducting interviews and analyzing content, it was found that consumers have the habit of using Instagram as a source of information before purchasing products (buying products). The main negative comments taken into account by consumers were related to the low quality of products, failures in after-sales services and problems with logistics. Finally, the credibility criteria to attribute confidence to the negative comments pointed out as used by consumers were the veracity of the profile of the message sender, the notorious knowledge about the cause and the real time using the product. Moreover, most consumers revealed that they have already given up making a purchase after encountering negative electronic word of mouth on Instagram.