Recommend or not : is generation the key? A perspective from the SOR paradigm for online stores in Colombia

Word-of-mouth behavior is one of the most effective marketing communications. Despite not being able to be controlled by the company, it can be influenced. Its importance lies in its effectiveness in repeat sales and attracting new customers. However, in the study of consumer behavior, it has been s...

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Autores:

Peña García, Nathalie
van der Woude, David
Rodríguez Orejuela, Hector Augusto

Tipo de recurso:

Article of investigation

Fecha de publicación:

2020

Institución:

Colegio de Estudios Superiores de Administración

Repositorio:

Repositorio CESA

Idioma:

eng

OAI Identifier:

oai:repository.cesa.edu.co:10726/5029

Acceso en línea:

http://hdl.handle.net/10726/5029
https://doi.org/10.3390/su142316104

Palabra clave:

Electronic commerce
Word of mouth
SOR model
Generation study
Consumer behavior

Rights

openAccess

License

Abierto (Texto Completo)