La comunicación viral a través de los medios socialesanálisis de sus antecedentes

  1. José Ramón Sarmiento Guede 1
  2. Javier de Esteban Curiel 2
  3. Arta Antonovica 2
  1. 1 Universidad Internacional de la Rioja (España)
  2. 2 Universidad Rey Juan Carlos (España)
Revista:
Revista Latina de Comunicación Social

ISSN: 1138-5820

Any de publicació: 2017

Número: 72

Pàgines: 69-86

Tipus: Article

DOI: 10.4185/RLCS-2017-1154 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Altres publicacions en: Revista Latina de Comunicación Social

Resum

Introducción: El artículo describe la evolución que ha tenido la comunicación de boca en boca hasta el marketing viral e identifica las emociones, los influencials, el contenido, la ejecución y los medios como antecedentes que influyen en la viralidad del mensaje de marca a través de los medios sociales. Metodología: Análisis de regresión lineal para explicar la relación entre una variable con las demás y estimar el comportamiento de una variable en función de lo que se conoce de otras variables que influyen en el comportamiento de la variable. Análisis y conclusiones: El artículo señala que las emociones y los influencials influyen significativamente en la viralidad del mensaje, y que es la variable ejecución la que menos influye. Se recomienda a las organizaciones desarrollar relaciones con los usuarios a través de los medios sociales y co-crear el mensaje de marca, porque de esta manera tendrá mayor difusión y confiabilidad por parte de los usuarios.

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Fuente de los datos: Dialnet