Word of mouth digital (e-wom): a influência do conteúdo das publicações de marketing no comportamento de viralização do consumidor bancário no Facebook

Abstract

The great changes brought about by the evolution of the internet and digital media have concomitantly caused the need for constant reformulations in marketing strategies. The theory of marketing 4.0 by Kotler shows us that the thinking of marketing stopped focusing on the product or the consumer to receive human attributes and values in the hyperconnectivity of networks and in the power attributed to all actors equally in the market game . In this new marketing, the connected consumer experiences a change of power that changes from exclusive to inclusive, from vertical to horizontal and from individual to social. Thus, this consumer assumes a more collaborative stance, distrusts the marketing communication of the brands and trusts more in their social cycle (friends, family, fans and followers), from those who start to seek more advice and evaluations both online and off- line. This role of the customer through e-WOM (word of mouth online), raises the need for a new restructuring in relationship marketing in order to deepen the understanding of these new communication models. This research has as its initial question: do the content and typology of the posts influence the sharing behavior (e-WOM) of users of the bank's Facebook pages? In addition, it seeks to relate the marketing strategies used by banks to the premises of new theories and 4.0 marketing. Through the analysis of the Facebook page of three Brazilian banks and the spontaneous sharing exercised by its users, this research uses the Netnography method to draw a qualitative analysis, the profile of these users and to check possible motivating agents for their content sharing behavior. of brands. Thus, this study aims to contribute to the recent studies for the understanding of this phenomenon in the field of corporate strategies and for practical management, shedding light on important aspects to be observed in the relationship with customers through digital media. The results showed that a very varied public follows the social networks of banks with a primary interest in the search for information, with a predominance of an apparently more popular group concentrated in the public bank. With regard to viral marketing, the categories of publication Event or Emotional Content, Promotion and Advertising and Information positively influenced the sharing behavior of users in different ways in each bank. However, in all cases, the apparent underlying motivation was altruism and the need for social involvement, which proved to be effective drivers of viralization. With regard to the banks' strategies and their adherence to new marketing theories, it was clear that companies are still attached to the focus on the product and only the private bank follows a line of humanization of content and manages to promote its brand through emotional approach. with users / consumers