dc.contributor.author | Otero Gómez, María Cristina | spa |
dc.contributor.author | Giraldo Pérez, Wilson | spa |
dc.date.accessioned | 2020-07-07 00:00:00 | |
dc.date.accessioned | 2021-02-04T14:55:09Z | |
dc.date.available | 2020-07-07 00:00:00 | |
dc.date.available | 2021-02-04T14:55:09Z | |
dc.date.issued | 2020-07-07 | |
dc.identifier.issn | 1794-7111 | |
dc.identifier.uri | https://doi.org/10.17151/kepes.2020.17.22.9 | |
dc.identifier.uri | https://repositorio.ucaldas.edu.co/handle/ucaldas/15498 | |
dc.description.abstract | El objetivo del presente artículo consiste en analizar el efecto de las comunicaciones informales offline y online entre ellas mismas, y sobre las intenciones de recompra de la marca Totto por parte de los jóvenes universitarios. Para lograrlo, se utilizó una metodología cuantitativa cuya recolección de información se realizó a partir de la utilización de un cuestionario estructurado, aplicado a una muestra de 306 jóvenes de edades comprendidas entre los 16 y 24 años. Los resultados demuestran que los jóvenes son más propensos a repetir la compra cuando acuden a las recomendaciones o comentarios cuya fuente de información son los familiares, los amigos o los expertos, dejando a un lado las recomendaciones procedentes de las redes sociales o de Internet. | spa |
dc.description.abstract | The objective of this article is to analyze the effect of offline and online informal communications, and on the intentions of young university students to repurchase the brand Totto. Quantitative methodology was used to achieve this objective, for which the collection of information was done using a structured questionnaire applied to a sample of 306 young people aged between 16 and 24 years. The results show that young people are more likely to repurchase when they heed recommendations or reviews from family members, friends or experts, leaving aside recommendations from social networks or the Internet. | eng |
dc.format.mimetype | application/pdf | spa |
dc.language.iso | spa | spa |
dc.publisher | universidad de Caldas | spa |
dc.rights | Derechos de autor 2020 Kepes | spa |
dc.rights.uri | https://creativecommons.org/licenses/by/4.0/ | spa |
dc.source | https://revistasojs.ucaldas.edu.co/index.php/kepes/article/view/2608 | spa |
dc.subject | consumer | eng |
dc.subject | repurchase intention | eng |
dc.subject | Electronic Word of mouth | eng |
dc.subject | Word of Mouth | eng |
dc.subject | consumidor | spa |
dc.subject | intención de recompra | spa |
dc.subject | Electronic Word of Mouth | spa |
dc.subject | Word of mouth | spa |
dc.title | Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana | spa |
dc.type | Sección Artículos | spa |
dc.type | Artículo de revista | spa |
dc.type | Journal Article | eng |
dc.identifier.doi | 10.17151/kepes.2020.17.22.9 | |
dc.identifier.eissn | 2462-8115 | |
dc.relation.citationendpage | 255 | |
dc.relation.citationissue | 22 | spa |
dc.relation.citationstartpage | 229 | |
dc.relation.citationvolume | 17 | spa |
dc.relation.ispartofjournal | Kepes | spa |
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dc.rights.accessrights | info:eu-repo/semantics/openAccess | spa |
dc.title.translated | Effect of word of mouth and electronic word of mouth communications on the repurchase intentions of a Colombian brand | eng |
dc.type.coar | http://purl.org/coar/resource_type/c_6501 | spa |
dc.type.content | Text | spa |
dc.type.driver | info:eu-repo/semantics/article | spa |
dc.type.version | info:eu-repo/semantics/publishedVersion | spa |
dc.relation.citationedition | Núm. 22 , Año 2020 : Julio - Diciembre | spa |
dc.relation.bitstream | https://revistasojs.ucaldas.edu.co/index.php/kepes/article/download/2608/2410 | |
dc.type.coarversion | http://purl.org/coar/version/c_970fb48d4fbd8a85 | spa |
dc.rights.coar | http://purl.org/coar/access_right/c_abf2 | spa |