La comunicación de boca en boca electrónica en los medios sociales. Análisis de sus antecedentes

  1. José Ramón Sarmiento Guede 1
  2. José Rodríguez Terceño 2
  1. 1 Universidad Internacional de la Rioja y ESERP Business School. España.
  2. 2 Universidad Complutense de Madrid y ESERP Business School. España
Revista:
Revista de Comunicación de la SEECI

ISSN: 1576-3420

Ano de publicación: 2018

Número: 45

Páxinas: 129-148

Tipo: Artigo

DOI: 10.15198/SEECI.2018.45.129-148 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: Revista de Comunicación de la SEECI

Resumo

In recent years, electronic Word of Mouth Communication has developed exponentially, due to social media and the advances made in electronic commerce. A situation that has arrived with a greater perception of the phenomenons associated to it, such as false info, unprecise facts, un-checked news, manipulation and spontaneous generation of movements around said information. What has came to be known as “post-truth. In this context, the main Objective of this paper is to identify the dimensions that are related to and directly influence the development of electronic Word of Mouth Communication. To this end, the Methodology of the indepth interview technique and the technique of the online survey have been used in the methodology; this survey was applied to social media users throughout Spain. To analyze the results, the linear regression model was used. As a conclusion we can affirm that the dimensions of quality perception, value perception and satisfaction that users develop in social media has a direct influence on electronic Word of Mouth Communication.

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