Publication: Factores que influyen en el proceso de comunicación eWOM de los espectadores de cine
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2019-01-14
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Universidad Complutense de Madrid
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Abstract
La consolidación de Internet como medio de comunicación y la rápida evolución que han experimentado las redes sociales en los últimos años ha intensificado el interés por estudiar el comportamiento del consumidor online. En esta investigación se presenta un estudio que analiza los factores que influyen en el proceso de comunicación eWOM del espectador de cine en las redes sociales.A través de un detalle pormenorizado de investigaciones académicas en el ámbito del sector cinematográfico, se observa que hasta la fecha no hay un análisis que incluya tres factores claves: cine, redes sociales y comunicación eWOM. Por tanto, conocer las peculiaridades de los medios sociales y los hábitos que tienen los espectadores para acceder a ellos ha resultado esencial para comprender qué factores influyen en la comunicación eWOM. Para ello, ha sido conveniente la clasificación de los temas de estudio del comportamiento del consumidor en los últimos años. De esta manera queda constatada que la investigación sobre marketing en Internet ha crecido en un sentido amplio e incluso se prevé un incremento en tres áreas concretas: Internet móvil, medios sociales y análisis en Internet (Pomirleanu et al., 2013). Asimismo, y de acuerdo con las tendencias observadas en el estudio del comportamiento del consumidor, esta investigación se podría incluir en una de las líneas propuestas por Pomirleanu et al.(2013): medios sociales...
The rapid consolidation of Internet as a mean of comunication and the fast evolution of the de social network during recent years, has boosted the interest of studing online consumer habits. The following research consists of an analisys of the factors that influence the eWOM comunication process of cinema viewers in social networks.Through thorough review of scholar research works in the cinema sector, it seems that,so far, there is not a study that combines three key factors such as films, social networks and eWOM communication processes.Therefore, knowing the particularities of cinema viewers and their habits and how they use and access social networks is essential to fully understand which factors take part inthe eWOM communication. In order to do this, classifing different recent years subjects regarding consumer habits has been important. By doing this, it is clear that Marketing research over the Internethas grown widely, and it is expected a further growth in three areas of study: mobile Internet (Internet in mobile devices), social media/network and Internet analysis (Pomirleanu et al., 2013). As well, and according to the trends observed in the study of consumer habits, this same research could be included in one of the investigation lines proposed by Pomirleanu et al (2013): Social Media.Considering that the goal of this investigation is analysing what factors influence cinema consumers to generate eWOM in social networks, a thorough examination of the Useand Gratification Theory (TUG) and Social Capital Theory has been taken...
The rapid consolidation of Internet as a mean of comunication and the fast evolution of the de social network during recent years, has boosted the interest of studing online consumer habits. The following research consists of an analisys of the factors that influence the eWOM comunication process of cinema viewers in social networks.Through thorough review of scholar research works in the cinema sector, it seems that,so far, there is not a study that combines three key factors such as films, social networks and eWOM communication processes.Therefore, knowing the particularities of cinema viewers and their habits and how they use and access social networks is essential to fully understand which factors take part inthe eWOM communication. In order to do this, classifing different recent years subjects regarding consumer habits has been important. By doing this, it is clear that Marketing research over the Internethas grown widely, and it is expected a further growth in three areas of study: mobile Internet (Internet in mobile devices), social media/network and Internet analysis (Pomirleanu et al., 2013). As well, and according to the trends observed in the study of consumer habits, this same research could be included in one of the investigation lines proposed by Pomirleanu et al (2013): Social Media.Considering that the goal of this investigation is analysing what factors influence cinema consumers to generate eWOM in social networks, a thorough examination of the Useand Gratification Theory (TUG) and Social Capital Theory has been taken...
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Tesis de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 17-07-2018