Contenido Generado por el Usuario y su Relación con la Confianza de Marca

Palabras clave: eWOM, Voz-a-Voz Electrónico, Contenido generado por el consumidor, Calificación en línea, Reseñas en línea, Comportamiento de compras en línea Abstract: Electronic Word-of-Mouth (also called "eWOM") has an effect on pre-purchase confidence similar to that produced by brand...

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Bibliographic Details
Published in:RISTI : Revista Ibérica de Sistemas e Tecnologias de Informação 2020-09 (E34), p.421-435
Main Authors: Rentería-García, Juan Carlos, Fajardo-Toro, Carlos Hernán, Sabogal-Salamanca, Mauricio
Format: Article
Language:Spanish
Subjects:
Internet
Marketing
User generated content
Word of mouth advertising
Online Access:Get full text
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Summary:Palabras clave: eWOM, Voz-a-Voz Electrónico, Contenido generado por el consumidor, Calificación en línea, Reseñas en línea, Comportamiento de compras en línea Abstract: Electronic Word-of-Mouth (also called "eWOM") has an effect on pre-purchase confidence similar to that produced by brand building. [...]it is also seen how consumers also value differently if the content generated by the consumer is positive or negative about the product or service they are considering buying. The final part of this paper looks at the different implications for marketers. Keywords: eWOM, Electronic Voice-to-Voice, Consumer Generated Content, Online Rating, Online Reviews, Online Shopping Behavior 1.Introducción En 2017, la penetración de Internet en todo el mundo se estimaba en 48,67% (Banco Mundial, n.d.).
ISSN:1646-9895