Study goals
This research aims to predict the drivers that influence motivation and intention to recommend via eWOM: a deep investigation based on the ANN analysis of Brazilian food and beverage groups on Facebook, including the interaction between participants.
Relevance / originality
Given the importance of the eWOM theme in social networks, being one of the prominent themes in the area , this study collaborates with the dissemination of the theme and contributes to the expansion of knowledge in the area.
Methodology / approach
The sample (n=345) consisted of participants from Food and Drink groups on Facebook. For data analysis, the non-linear method of Artificial Neural Networks was used as a way of predicting occurrences within the same sample.
Main results
The study was able to confirm that the quality of the information exchanged in the groups, the reciprocity, the pleasure in helping and the sense of belonging of the participants are able to influence the motivation to carry out eWOM.
Theoretical / methodological contributions
A theoretical model was proposed, using scales adapted for the study. With that, a survey was carried out and, with the results obtained in the sample, an approach of the ANN method was used.
Social / management contributions
This study help participants, administrators, moderators and others interested in Facebook food and drink groups to understand more about the groups they participate is essential to understand how it can take advantage of the information exchanged in the groups.