Efeito da prova social sobre o boca a boca eletrônico e a intenção de compra do consumidor: um estudo no contexto das mídias sociais

Abstract

Social proof is widely used by companies within the context of social media to influence and convey credibility to users. This phenomenon occurs when ordinary individuals or influencers recommend and report their experiences with specific products or services. In this regard, the general objective of this study was to investigate how recommendations, through social proof, are related to electronic word of mouth (eWOM) and consumers’ purchase intention. This is a quantitative, explanatory study with a quasi-experimental design, in which data were collected through experimental sessions. During these sessions, a video featuring an automobile was presented, and responses were obtained through a semi-structured questionnaire. The study included 106 respondents in the experimental group (EG) and 80 in the control group (CG). For data analysis, descriptive statistics, analysis of variance (ANOVA), and linear regression were conducted, along with the calculation of Cronbach’s alpha coefficient for the scales, using SPSS software. The results indicated that individuals tend to like posts more frequently than share or publish them, with sharing occurring primarily when they are extremely satisfied. It was also observed that both the group exposed to the social proof stimulus and the control group showed similar means for electronic word of mouth and purchase intention, demonstrating comparable behavior regarding these variables. It is initially assumed that the manipulation of social proof may not have been perceived by the participants. Finally, hypotheses H1, ‘Social proof has a positive impact on electronic word of mouth,’ and H2, ‘Social proof has a positive impact on consumers’ purchase intention,’ were rejected in the hypothesis testing, with only H3, ‘Electronic word of mouth, formed through social proof, has a positive impact on consumers’ purchase intention,’ being supported. The study concludes with discussions on the theoretical confrontation with the results, offering contributions for future research and marketing professionals.