dc.contributor.author | Osorio Andrade, Carlos Fernando | spa |
dc.contributor.author | Murcia Zorrilla, Claudia Patricia | spa |
dc.contributor.author | Rodríguez Orejuela, Augusto | spa |
dc.date.accessioned | 2021-01-01 00:00:00 | |
dc.date.accessioned | 2021-06-27T10:18:43Z | |
dc.date.available | 2021-01-01 00:00:00 | |
dc.date.available | 2021-06-27T10:18:43Z | |
dc.date.issued | 2020-01-01 | |
dc.identifier.issn | 1794-7111 | |
dc.identifier.uri | https://doi.org/10.17151/kepes.2021.18.23.13 | |
dc.identifier.uri | https://repositorio.ucaldas.edu.co/handle/ucaldas/16749 | |
dc.description.abstract | El propósito de esta investigación consiste en establecer el efecto de la popularidad y el género de los modelos usados en publicaciones de Facebook sobre la generación y/o difusión de Electronic Word of Mouth (eWOM) por parte de usuarios de dicha red social. Para cumplir el objetivo, se analizan 300 publicaciones de marca en Facebook, de las tres empresas colombianas de telefonía móvil con un mayor número de seguidores. Mediante análisis de contenido, se codifican las publicaciones en función del tipo de celebridad que utilizaron y, posteriormente, se aplica un modelo de regresión de Poisson robusta para contrastar las hipótesis propuestas. Los resultados sugieren que el uso de celebridades famosas aumenta la participación de los usuariospor medio del eWOM, mientras que, el uso de modelos comunes disminuye dicha participación. Por otra parte, el uso de modelos masculinos mejora significativamente la tasa de reacciones y contenido compartido con respecto a modelos femeninos. Los hallazgos plantean un aporte a la literatura escasa encargada de analizar la influencia del uso de modelos en publicidad sobre el eWOM, además, plantea recomendaciones gerenciales que pueden ser aplicadas por marcas en sus redes sociales para aumentar la interacción de sus usuarios.  | spa |
dc.description.abstract | The purpose of this research is to establish the effects of the popularity and gender of the models used in Facebook posts on the generation and/or the dissemination of Electronic Word of Mouth (eWOM) by users of said social network. To accomplish the objective, 300 brand publications from the three Colombian mobile phone companies with the largest number of followers on Facebook were analyzed. Through content analysis, publications are coded based on the type of celebrity they used and, subsequently, a robust Poisson regression model is applied to test the proposed hypotheses. The results suggest that the use of famous celebrities increases the participation of users through eWOM, while the use of common models decreases this  participation. On the other hand, the use of male models significantly improves the rate of reactions and shared content with respect to female models. The findings make a contribution to the scarce literature in charge of analyzing the influence of the use of advertising models on eWOM. In addition, it raises managerial recommendations that can be applied by brands in their social networks to increase the interaction of their users. | eng |
dc.format.mimetype | application/pdf | spa |
dc.language.iso | spa | spa |
dc.publisher | universidad de Caldas | spa |
dc.rights.uri | https://creativecommons.org/licenses/by/4.0/ | spa |
dc.source | https://revistasojs.ucaldas.edu.co/index.php/kepes/article/view/4309 | spa |
dc.subject | communication strategy | eng |
dc.subject | gender | eng |
dc.subject | marketing | eng |
dc.subject | popularity | eng |
dc.subject | telephony | eng |
dc.subject | estrategia de comunicación | spa |
dc.subject | género | spa |
dc.subject | marketing | spa |
dc.subject | popularidad | spa |
dc.subject | telefonía | spa |
dc.title | Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth | spa |
dc.type | Artículo de revista | spa |
dc.type | Sección Artículos | spa |
dc.type | Journal Article | eng |
dc.identifier.doi | 10.17151/kepes.2021.18.23.13 | |
dc.identifier.eissn | 2462-8115 | |
dc.relation.citationendpage | 400 | |
dc.relation.citationissue | 23 | spa |
dc.relation.citationstartpage | 375 | |
dc.relation.citationvolume | 18 | spa |
dc.relation.ispartofjournal | Kepes | spa |
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dc.rights.accessrights | info:eu-repo/semantics/openAccess | spa |
dc.title.translated | Effect of the use of models in online publications on the generation Electronic Word-of-Mouth | 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. 23 , Año 2021 : Enero - Junio | spa |
dc.relation.bitstream | https://revistasojs.ucaldas.edu.co/index.php/kepes/article/download/4309/3963 | |
dc.type.coarversion | http://purl.org/coar/version/c_970fb48d4fbd8a85 | spa |
dc.rights.coar | http://purl.org/coar/access_right/c_abf2 | spa |