A conexidade dos consumidores frente ??s telenovelas

Detalhes bibliográficos
Ano de defesa: 2014
Autor(a) principal: Juvella, Solange Benites lattes
Orientador(a): Freire, Ot??vio Bandeira de Lam??nica lattes
Banca de defesa: Lopes, Evandro Luiz lattes, 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:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: http://bibliotecatede.uninove.br/tede/handle/tede/747
Resumo: 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.