DOI: 10.17151/kepes.2021.18.23.13
Cómo citar
Osorio Andrade C. F., Murcia Zorrilla C. P., & Rodríguez Orejuela A. (2021). Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth. Kepes, 18(23), 375-400. https://doi.org/10.17151/kepes.2021.18.23.13

Autores/as

Carlos Fernando Osorio Andrade
Universidad del Valle
carlos.fernando.osorio@correounivalle.edu.co
http://orcid.org/0000-0002-5095-4991
Perfil Google Scholar
Claudia Patricia Murcia Zorrilla
Universidad Libre Cali
claudiap.murciaz@unilibre.edu.co
http://orcid.org/0000-0002-5387-9210
Perfil Google Scholar
Augusto Rodríguez Orejuela
Universidad del Valle
augusto.rodriguez@correounivalle.edu.co
http://orcid.org/0000-0003-2865-1748
Perfil Google Scholar

Resumen

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 usuarios
por 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. 

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