Publication: La Comunicación Persuasiva : electronic Word-of-Mouth. Estudio de Casos
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2022
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Universidad Complutense de Madrid
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Abstract
Internet ha transformado la forma en que buscamos información, la forma en que interactuamos entre nosotros. En consecuencia, el comportamiento tradicional del boca a boca (WOM) ahora tiene un elemento electrónico que da como resultado un flujo de investigación sustancial: el WOM electrónico (eWOM) subsumió estos métodos y se volvió más común; en algunos casos, se ha convertido en el método preferido de comunicación. Por lo tanto, el eWOM permite a los consumidores interactuar socialmente entre sí, intercambiar información relacionada con el producto y tomar decisiones de compra informadas a través de una conversación mediada por ordenador. Como forma de boca a boca electrónico (eWOM), las reseñas de consumidores en línea han atraído una enorme atención por parte de investigadores y profesionales. Aunque la investigación existente nos ha ayudado a desarrollar una buena comprensión de una serie de temas relacionados con el eWOM, quedan por resolver varias cuestiones de investigación y gestión...
The Internet has transformed the way we search for information, how we interact with each other Consequently, traditional word-of-mouth (WOM) behavior now has an electronic element resulting in substantial research stream—electronic WOM (eWOM). eWOM has since subsumed these methods and become more common—in some instances, it has become the preferred method of communication. Thus, eWOM allows consumers to socially interact with one another, exchange product-related information, and make in-formed purchase decisions via computer-mediated conversation. As a form of electronic word-of-mouth (eWOM), online consumer reviews have attracted tremendous attention from researchers and practitioners. Although the extant research has helped us to develop a good understanding of a number of the issues pertaining to eWOM, several research and managerial questions remain...
The Internet has transformed the way we search for information, how we interact with each other Consequently, traditional word-of-mouth (WOM) behavior now has an electronic element resulting in substantial research stream—electronic WOM (eWOM). eWOM has since subsumed these methods and become more common—in some instances, it has become the preferred method of communication. Thus, eWOM allows consumers to socially interact with one another, exchange product-related information, and make in-formed purchase decisions via computer-mediated conversation. As a form of electronic word-of-mouth (eWOM), online consumer reviews have attracted tremendous attention from researchers and practitioners. Although the extant research has helped us to develop a good understanding of a number of the issues pertaining to eWOM, several research and managerial questions remain...
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esis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 10-03-2022