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Villegas García, M. M., & Castañeda Marulanda, W. (2020). Contenidos digitales: aporte a la definición del concepto. Kepes, 17(22), 256–276. https://doi.org/10.17151/kepes.2020.17.22.10
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Margarita María Villegas García
Universidad de Caldas
Resumen
Este artículo procura contribuir a la discusión del tema de los contenidos digitales, los cuales conjugan diversos modos enunciativos, entre los que se cuentan imágenes, textos, sonidos o emoticones para configurar intenciones comunicativas, convirtiéndose en una herramienta aprovechada tanto por usuarios comunes como por organizaciones y marcas que buscan presencia en los medios digitales, especialmente en redes sociales virtuales. En la investigación que motivó este artículo: “Propuesta de implementación temática en creación de contenidos digitales para redes sociales. Caso programa de Diseño Visual de la Universidad de Caldas”1 se halló que a pesar de que hay suficiente información respecto de la estructura de los contenidos digitales, hace falta consolidar su definición, particularmente en áreas como la comunicación y el diseño, para llegar a acuerdos sobre su concepto y función comunicativa que sirva de aporte a estas disciplinas.
El rastreo bibliográfico de la investigación mostró que la noción de contenidos digitales, está en pleno desarrollo y es pertinente la reflexión teórica para ayudar a definir los alcances, así como el acotamiento de sus conceptos pensando en su apropiación para utilizarlos como instrumento de la actividad proyectual del diseño. Aportar a la definición del concepto de contenidos digitales apunta a facilitar los procesos de creación y permite comprender las dinámicas comunicacionales empresariales que se pueden generar en el denominado Social Media; aspecto este que favorecerá el actuar del diseñador, aportando con sus habilidades en un campo que al momento de la investigación ha estado marginado de las competencias con las que se forma a los diseñadores visuales de la Universidad de Caldas.
La investigación se realizó mediante un enfoque cualitativo reflexionando desde insumos teóricos de teorías del diseño y la comunicación; adicionalmente se realizaron e implementaron nstrumentos bajo la técnica de entrevista cerrada a un grupo focal de estudiantes de Diseño Visual de la Universidad de Caldas. El trabajo empírico mostró que, a pesar de la popularización de los contenidos digitales, su acepción es imprecisa, lo cual tiene como consecuencia la limitación de sus potencias, su conceptualización, desarrollo y aplicación desde lo académico.
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Citas
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Brown, J. J. & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362. http://www.jstor.org/stable/2489496
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Chang, A., Hsieh, S. H. & Tseng, T. H. (2013). Online brand community response to negative brand events: the role of group Ewom. Internet Research, 23(4),486-506. https://doi.org/10.1108/IntR-06-2012-0107
Chin, W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), 7-17. http://www.jstor.com/stable/249674
De Bruyn, A. & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing 25, 151-163. ttps://doi.org/10.1016/j.ijresmar.2008.03.004
Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39. https://doi.org/10.1108/YC-07-2016-00622
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Gruen, T. W., Osmonbekov, T. & Czaplewski, A. J. (2006). EWOM: The impact of customer-to-customer online Know-How exchange on customer value and loyalty. Journal of Business Research, 59, 449-456. https://doi.org/10.1016/j.jbusres.2005.10.004
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4,60-75. https://doi.org/10.1177/109467050141006
Hellier, P., Geursen, G., Carr, R. & Rickard, J. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. http://dx.doi.org/10.1108/03090560310495456
Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremier, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of interactive marketing, 18(1), 38-52. https://search.proquest.com/docview/229636468?accountid=14777
Hung, K. H. & Li, S. T. (2007). The influence of eWOM on virtual consumer communities: social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495. http://www.journalofadvertisingresearch.com/content/47/4/485
Jalilvand, M. R. & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice. Internet Research, 22(5), 591-612. http://dx.doi.org/10.1108/10662241211271563
Karjaluoto, H., Munnukka, J. & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527 - 537. http://dx.doi.org/10.1108/JPBM-03-2015-0834
Kietzmann, J. H., Hermkens, K., McCarthy, I. P. y Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005
Kozinets, R. V, Valck, K. De Wojnicki, A. C. & Wilner, S. J. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89. https://doi.org/10.1509/jm.74.2.71
Kudeshia, Ch. & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 3, 310 - 330. https://doi.org/10.1108/MRR-07-2015-0161
Lago, M. S. (2014). Los jóvenes, las tecnologías y la escuela. Revista Integra Educativa, 7(3), 5-20. http://www.scielo.org.bo/scielo.php?pid=S1997-40432014000300001&script=sci_arttext
Liao, C., Palvia, P. & Lin H. N. (2006). The roles of habit and web site quality in e-commerce. International Journal of Information Management, 26(6), 469-483. https://doi.org/10.1016/j.ijinfomgt.2006.09.001
Lim, M. W. (2015). The influence of internet advertising and electronic word of mouth on consumer perceptions and intention: some evidence from online group buying. The Journal of Computer Information Systems, 55(4), 81-89. https://doi.org/10.1080/08874417.2015.11645790
Lin, C. & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597-611. https://doi.org/10.1108/IMDS-10-2013-0432
Marhuenda, G. C. (2016). La influencia del Word of Mouth electrónico sobre las ventas de un refresco (Tesis doctoral). Universidad Complutense de Madrid, España. https://eprints.ucm.es/40633/
Matute, J., Polo, R. Y. & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention. Online Information Review, 40(7), 1090-1110. https://doi.org/10.1108/OIR-11-2015-0373
Meuter, M. L., McCabe, D. B. & Curran, J. M. (2013). Electronic word-ofmouth versus interpersonal word-of-mouth: are all forms of word-ofmouth equally influential? Services Marketing uarterly, 34(3), 240-256. https://doi.org/10.1080/15332969.2013.798201
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Moslehpour, M., Wong, W., Phamy, K. V. & Aulia, C. K. (2017). Repurchase intention of Korean beauty products among Taiwanese consumers. Asia Pacific Journal of Marketing and Logistics, 29(3), 569-588. https://doi.org/10.1108/APJML-06-2016-0106
Nghia, H. T., Thanh, B. T. & Bao, D. Q. (2017). The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth. Journal of Science Ho Chi Minh City Open University, 7(3), 111-124. http://journalofscience.ou.edu.vn/index.php/econ-en/article/view/191
Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw Hill.
Romero, J. & Ruiz, E. D. (2020). Be a part of it: promoting WOM, eWOM, and content creation through customer identification. Spanish Journal of Marketing - ESIC, 24(1), 55-72. https://doi.org/10.1108/SJME-11-2019-0092 Semana (20 de junio de 2016). Estas son las marcas más queridas por los colombianos.
Semana. http://www.semana.com/economia/articulo/lasmarcas-mas-queridas-por-los-colombianos/478530
Sicilia, M. & Ruiz, S. (2010). The effects of the amount of information on cognitive responses in online purchasing tasks. Electronic Commerce Research and Applications, 9, 183-191. https://doi.org/10.1016/j.elerap.2009.03.004
Steenkamp, J. B. & Van Trijp, H. (1991). The use Lisrel in validating marketing constructs. International Journal of Research in Marketing, 8, 283-299. https://doi.org/10.1016/0167-8116(91)90027-5
Stern, B. B. (1994). A revised communication model for advertising: multiple dimensions of the source, the message, and the recipient. Journal of Advertising, 23(2), 5-15. https://doi.org/10.1080/00913367.1994.10673438
Totto. (2017). Quiénes somos. https://www.totto.cl/quienes-somos
Tsai, Ch. D., Kuo, Ch. & Tan, M. J. (2017). The antecedents and consequences of word of mouth: a meta-analysis. Journal of Social and Administrative Sciences, 4(2), 181- 192. http://kspjournals.org/index.php/JSAS/article/view/1327/1314
Turetken, O. & Sharda, R. (2004). Development of a Fisheye-based information earch processing aid (FISPA) for managing information overload in the web environment. Decision Support Systems, 37(3), 415-434. https://doi.org/10.1016/S0167-9236(03)00047-2
Upegui, C. M. (2017). El consumo tecnológico de los jóvenes…un desafío para los docentes. Colección Académica de Ciencias Sociales, 4(1), 51-60. https://www.semanticscholar.org/paper/El-consumo-tecnol%C3%B3gicode-los-j%C3%B3venes%E2%80%A6Un-desaf%C3%ADo-C%C3%B3rdoba/9e2a10f305af16656a3862d7488ce540127b3881?p2df
Vahdati, H. & Mousavi, S. H. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1-26. http://dx.doi.org/10.21315/aamj2016.21.2.1
Vallejo, J. M., Redondo, P. Y. & Acerete, A. U. (2015). Las características del boca-oído electrónico y su influencia en la intención de recompra online. Revista Europea de Dirección y Economía de la Empresa, 24(2), 61-75. https://doi.org/10.1016/j.redee.2015.03.002
Wang, Y. S., Yeh, CH. H. & Liao, Y. W. (2013). What drives purchase intention in the context of online content services? The moderating role of ethical selfefficacy for online piracy. International Journal of Information Management 33(1), 199-208. https://doi.org/10.1016/j.ijinfomgt.2012.09.004
Yan, W. S. & Yu, Ch. H. (2013). Factors of influencing repurchase intention on deal of the day group buying website. Hong Kong Baptist University: Hong Kong. https://www.semanticscholar.org/paper/Factors-of-influencing-repurchaseintention-on/5d71a67989a0570405ee5c244eddfa58d35eb56d
Alavi, S. A., Rezaei, S., Valaei, N. & Wan, W. K. (2016). Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. The International Review of Retail, Distribution and Consumer Research, 26(3), 272 -303. http://dx.doi.org/10.1080/09593969.2015.1096808
Bagozzi, P. R. & Yi, Y. (1988). On the evaluation of structural equation model. Journal of the academy of marketing science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
Barclay, D., Thompson, R. & Higgins, C. (1995). The partial least squares (PLS) approach to causal modelling: personal computer adoption and use as illustration. Technology Studies, 2(2), 285-309. https://www.researchgate.net/publication/242663837_The_Partial_Least_Squares_PLS_Approach_to_Causal_Modeling_Personal_Computer_Use_as_an_Illustration
Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32, 201-214. https://doi.org/10.1016/S0167-9236(01)00111-7
Brown, J. J. & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362. http://www.jstor.org/stable/2489496
Cámara de Comercio de Bogotá. (2018). El comercio electrónico de moda en Colombia crece por encima del canal tradicional. https://www.ccb.org.co/Clusters/Cluster-de-Joyeria-y-Bisuteria/Noticias/2018/Febrero-2018/El-comercio-electronico-de-moda-en-Colombia-crece-por-encima-delcanal-tradicional
Carroll, B. A. & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2
Chang, A., Hsieh, S. H. & Tseng, T. H. (2013). Online brand community response to negative brand events: the role of group Ewom. Internet Research, 23(4),486-506. https://doi.org/10.1108/IntR-06-2012-0107
Chin, W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), 7-17. http://www.jstor.com/stable/249674
De Bruyn, A. & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing 25, 151-163. ttps://doi.org/10.1016/j.ijresmar.2008.03.004
Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39. https://doi.org/10.1108/YC-07-2016-00622
Expertos en marca. (2015). Totto la marca que superó a Adidas. Expertos en Marca. http://www.expertosenmarca.com/totto-la-marca-que-supero-adidas/
Fornell, C. & Larcker, D. F. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50. https://www.jstor.org/stable/3151312
Gruen, T. W., Osmonbekov, T. & Czaplewski, A. J. (2006). EWOM: The impact of customer-to-customer online Know-How exchange on customer value and loyalty. Journal of Business Research, 59, 449-456. https://doi.org/10.1016/j.jbusres.2005.10.004
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4,60-75. https://doi.org/10.1177/109467050141006
Hellier, P., Geursen, G., Carr, R. & Rickard, J. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. http://dx.doi.org/10.1108/03090560310495456
Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremier, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of interactive marketing, 18(1), 38-52. https://search.proquest.com/docview/229636468?accountid=14777
Hung, K. H. & Li, S. T. (2007). The influence of eWOM on virtual consumer communities: social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495. http://www.journalofadvertisingresearch.com/content/47/4/485
Jalilvand, M. R. & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice. Internet Research, 22(5), 591-612. http://dx.doi.org/10.1108/10662241211271563
Karjaluoto, H., Munnukka, J. & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527 - 537. http://dx.doi.org/10.1108/JPBM-03-2015-0834
Kietzmann, J. H., Hermkens, K., McCarthy, I. P. y Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005
Kozinets, R. V, Valck, K. De Wojnicki, A. C. & Wilner, S. J. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89. https://doi.org/10.1509/jm.74.2.71
Kudeshia, Ch. & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 3, 310 - 330. https://doi.org/10.1108/MRR-07-2015-0161
Lago, M. S. (2014). Los jóvenes, las tecnologías y la escuela. Revista Integra Educativa, 7(3), 5-20. http://www.scielo.org.bo/scielo.php?pid=S1997-40432014000300001&script=sci_arttext
Liao, C., Palvia, P. & Lin H. N. (2006). The roles of habit and web site quality in e-commerce. International Journal of Information Management, 26(6), 469-483. https://doi.org/10.1016/j.ijinfomgt.2006.09.001
Lim, M. W. (2015). The influence of internet advertising and electronic word of mouth on consumer perceptions and intention: some evidence from online group buying. The Journal of Computer Information Systems, 55(4), 81-89. https://doi.org/10.1080/08874417.2015.11645790
Lin, C. & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597-611. https://doi.org/10.1108/IMDS-10-2013-0432
Marhuenda, G. C. (2016). La influencia del Word of Mouth electrónico sobre las ventas de un refresco (Tesis doctoral). Universidad Complutense de Madrid, España. https://eprints.ucm.es/40633/
Matute, J., Polo, R. Y. & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention. Online Information Review, 40(7), 1090-1110. https://doi.org/10.1108/OIR-11-2015-0373
Meuter, M. L., McCabe, D. B. & Curran, J. M. (2013). Electronic word-ofmouth versus interpersonal word-of-mouth: are all forms of word-ofmouth equally influential? Services Marketing uarterly, 34(3), 240-256. https://doi.org/10.1080/15332969.2013.798201
Ministerio de Comercio, Industria y Turismo (MINCIT). (2017). Informe al Congreso 2016-2017 Sector Comercio, Industria y Turismo. https://www.mincit.gov.co/CMSPages/GetFile.aspx?guid=fa764aa1-f6f4-4dc2-bc3f0050db08ab0e
Moslehpour, M., Wong, W., Phamy, K. V. & Aulia, C. K. (2017). Repurchase intention of Korean beauty products among Taiwanese consumers. Asia Pacific Journal of Marketing and Logistics, 29(3), 569-588. https://doi.org/10.1108/APJML-06-2016-0106
Nghia, H. T., Thanh, B. T. & Bao, D. Q. (2017). The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth. Journal of Science Ho Chi Minh City Open University, 7(3), 111-124. http://journalofscience.ou.edu.vn/index.php/econ-en/article/view/191
Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw Hill.
Romero, J. & Ruiz, E. D. (2020). Be a part of it: promoting WOM, eWOM, and content creation through customer identification. Spanish Journal of Marketing - ESIC, 24(1), 55-72. https://doi.org/10.1108/SJME-11-2019-0092 Semana (20 de junio de 2016). Estas son las marcas más queridas por los colombianos.
Semana. http://www.semana.com/economia/articulo/lasmarcas-mas-queridas-por-los-colombianos/478530
Sicilia, M. & Ruiz, S. (2010). The effects of the amount of information on cognitive responses in online purchasing tasks. Electronic Commerce Research and Applications, 9, 183-191. https://doi.org/10.1016/j.elerap.2009.03.004
Steenkamp, J. B. & Van Trijp, H. (1991). The use Lisrel in validating marketing constructs. International Journal of Research in Marketing, 8, 283-299. https://doi.org/10.1016/0167-8116(91)90027-5
Stern, B. B. (1994). A revised communication model for advertising: multiple dimensions of the source, the message, and the recipient. Journal of Advertising, 23(2), 5-15. https://doi.org/10.1080/00913367.1994.10673438
Totto. (2017). Quiénes somos. https://www.totto.cl/quienes-somos
Tsai, Ch. D., Kuo, Ch. & Tan, M. J. (2017). The antecedents and consequences of word of mouth: a meta-analysis. Journal of Social and Administrative Sciences, 4(2), 181- 192. http://kspjournals.org/index.php/JSAS/article/view/1327/1314
Turetken, O. & Sharda, R. (2004). Development of a Fisheye-based information earch processing aid (FISPA) for managing information overload in the web environment. Decision Support Systems, 37(3), 415-434. https://doi.org/10.1016/S0167-9236(03)00047-2
Upegui, C. M. (2017). El consumo tecnológico de los jóvenes…un desafío para los docentes. Colección Académica de Ciencias Sociales, 4(1), 51-60. https://www.semanticscholar.org/paper/El-consumo-tecnol%C3%B3gicode-los-j%C3%B3venes%E2%80%A6Un-desaf%C3%ADo-C%C3%B3rdoba/9e2a10f305af16656a3862d7488ce540127b3881?p2df
Vahdati, H. & Mousavi, S. H. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1-26. http://dx.doi.org/10.21315/aamj2016.21.2.1
Vallejo, J. M., Redondo, P. Y. & Acerete, A. U. (2015). Las características del boca-oído electrónico y su influencia en la intención de recompra online. Revista Europea de Dirección y Economía de la Empresa, 24(2), 61-75. https://doi.org/10.1016/j.redee.2015.03.002
Wang, Y. S., Yeh, CH. H. & Liao, Y. W. (2013). What drives purchase intention in the context of online content services? The moderating role of ethical selfefficacy for online piracy. International Journal of Information Management 33(1), 199-208. https://doi.org/10.1016/j.ijinfomgt.2012.09.004
Yan, W. S. & Yu, Ch. H. (2013). Factors of influencing repurchase intention on deal of the day group buying website. Hong Kong Baptist University: Hong Kong. https://www.semanticscholar.org/paper/Factors-of-influencing-repurchaseintention-on/5d71a67989a0570405ee5c244eddfa58d35eb56d
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