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- Title
PROPAGAÇÃO DE MENSAGENS NA INTERNET: TEORIA DO COMPORTAMENTO PLANEJADO.
- Authors
De Souza, Gustavo Ferreira Mendes; Ferreira Borges, Fábio Roberto; Miranda Lopes, Ana Lúcia; Muniz, Reynaldo Maia
- Abstract
The main objectives of this paper are to approach the factors that determine the youth's predisposition to disseminate electronic messages through the world wide web and how organizations could use this predisposition to guide the content of the marketing messages. Based on the principles of the Theory of Planned Behavior, an extended structural model is proposed and the main results from the parameters estimation by means of Structural Equations Modeling method are the identification of the significance of the constructs Attitude Toward Behavior, Subjective Norms and Behavioral Perceived Control in influencing the youth's predisposition to disseminate electronic marketing related messages.
- Subjects
TELEMARKETING; INTERNET marketing; STRUCTURAL equation modeling; PLANNED behavior theory; MULTIMEDIA communications
- Publication
Revista Pretexto, 2012, Vol 13, Issue 3, p11
- ISSN
1517-672X
- Publication type
Article