A conexidade dos consumidores frente ??s telenovelas

• Ano de defesa: 2014
• Autor(a) principal: Juvella, Solange Benites
• Orientador(a): Freire, Ot??vio Bandeira de Lam??nica
• Banca de defesa: Lopes, Evandro Luiz , Marcus, Kleber
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Nove de Julho
• Programa de Pós-Graduação: Programa de P??s-Gradua????o em Administra????o
• Departamento: Administra????o
• País: BR
• Palavras-chave em Português: comportamento do consumidor; conexidade televis??o; satisfa????o; lealdade; boca-a-boca
• Palavras-chave em Inglês: connectedness; television; satisfaction; intention to repeat; declared loyalty; word of mouth
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://bibliotecatede.uninove.br/tede/handle/tede/747

The objective of this study is to apply the connectedness scale in the television soap operas and analyse its possible relation to the constructs satisfaction, word-of-mouth, loyalty and intention to repeat. The hypothesis proposed in this study are based on the analysis of previous studies. It aims to verify the connectedness in the television programs in satisfaction and from this one in the intention to repeat, loyalty e positive word of mouth. The study was developed through survey research using Structural Equation Modeling to verify the relation among other constructs and will try to elucidate hypothesis created after the bibliography review. The study aims, this way, to comprehend the relationship between viewer and the television programs, more specifically Brazilian soap operas. As results we found the acceptation of the proposed hypothesis as well proposals for new studies.