期刊名称：Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie
印刷版ISSN：1844-7007
出版年度：2015
期号：5
页码：160-169
语种：English
出版社：Academica Brâncuşi
摘要：The novelty of the research is the study of the Facebook eWOM behavior of Romanian users.The study was conducted on 640 respondents aged between 19 and 45 years old and it is representative for the population of internet users in urban areas of Romania.Statistical analysis aimed to identify the profile of Facebook users by grouping them into clusters.The analysis was performed in the SPSS software.The most important variable is “the actual process of using Facebook to seek product recommendation is pleasant” (cluster 1),followed by “seeking product recommendation on Facebook is enjoyable” (cluster 2).Dayly time spent on Facebook (cluster 3) is the variable with the slightest importance.The research results showed two consumer segments with different characteristics regarding eWOM behavior on Facebook.This information will help the marketing manager to adapt the social media communication and the promotion strategy according to the profile of each target.The companies should pay attention to their brand pages,to interact with users and to encourage them to recommend their products.Facebook brand page managers can launch creative contests or promotions,initiate interesting discussions or interactive activities,offer coupons or gifts.
关键词：eWOM;electronic word of mouth;product recommendation;Facebook users
