DOI: 10.17151/kepes.2020.17.22.9
Cómo citar
Otero Gómez M. C., & Giraldo Pérez W. (2020). Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana. Kepes, 17(22), 229 - 255. https://doi.org/10.17151/kepes.2020.17.22.9

Autores/as

María Cristina Otero Gómez
a Universidad de los Llanos Villavicencio
motero@unillanos.edu.co
http://orcid.org/0000-0002-3241-7877
Perfil Google Scholar
Wilson Giraldo Pérez
Universidad de los Llanos
wgiraldo@unillanos.edu.co
http://orcid.org/0000-0001-8514-9805
Perfil Google Scholar

Resumen

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.

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