Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana
El objetivo del presente artículo consiste en analizar el efecto de las comunicaciones informales offline y online entre ellas mismas, y sobre las intenciones de recompra de la marca Totto por parte de los jóvenes universitarios. Para lograrlo, se utilizó una metodología cuantitativa cuya recolecció...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2020
- Institución:
- Universidad de Caldas
- Repositorio:
- Repositorio Institucional U. Caldas
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.ucaldas.edu.co:ucaldas/15498
- Acceso en línea:
- https://doi.org/10.17151/kepes.2020.17.22.9
https://repositorio.ucaldas.edu.co/handle/ucaldas/15498
- Palabra clave:
- consumer
repurchase intention
Electronic Word of mouth
Word of Mouth
consumidor
intención de recompra
Electronic Word of Mouth
Word of mouth
- Rights
- openAccess
- License
- Derechos de autor 2020 Kepes
| id |
REPOUCALDA_0c7dca9f851f2aa41db911fcbaa50e85 |
|---|---|
| oai_identifier_str |
oai:repositorio.ucaldas.edu.co:ucaldas/15498 |
| network_acronym_str |
REPOUCALDA |
| network_name_str |
Repositorio Institucional U. Caldas |
| repository_id_str |
|
| dc.title.none.fl_str_mv |
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana Effect of word of mouth and electronic word of mouth communications on the repurchase intentions of a Colombian brand |
| title |
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana |
| spellingShingle |
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana consumer repurchase intention Electronic Word of mouth Word of Mouth consumidor intención de recompra Electronic Word of Mouth Word of mouth |
| title_short |
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana |
| title_full |
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana |
| title_fullStr |
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana |
| title_full_unstemmed |
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana |
| title_sort |
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana |
| dc.subject.none.fl_str_mv |
consumer repurchase intention Electronic Word of mouth Word of Mouth consumidor intención de recompra Electronic Word of Mouth Word of mouth |
| topic |
consumer repurchase intention Electronic Word of mouth Word of Mouth consumidor intención de recompra Electronic Word of Mouth Word of mouth |
| description |
El objetivo del presente artículo consiste en analizar el efecto de las comunicaciones informales offline y online entre ellas mismas, y sobre las intenciones de recompra de la marca Totto por parte de los jóvenes universitarios. Para lograrlo, se utilizó una metodología cuantitativa cuya recolección de información se realizó a partir de la utilización de un cuestionario estructurado, aplicado a una muestra de 306 jóvenes de edades comprendidas entre los 16 y 24 años. Los resultados demuestran que los jóvenes son más propensos a repetir la compra cuando acuden a las recomendaciones o comentarios cuya fuente de información son los familiares, los amigos o los expertos, dejando a un lado las recomendaciones procedentes de las redes sociales o de Internet. |
| publishDate |
2020 |
| dc.date.none.fl_str_mv |
2020-07-07 00:00:00 2020-07-07 00:00:00 2020-07-07 2021-02-04T14:55:09Z 2021-02-04T14:55:09Z |
| dc.type.none.fl_str_mv |
Sección Artículos Artículo de revista Journal Article http://purl.org/coar/resource_type/c_6501 Text info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion http://purl.org/coar/version/c_970fb48d4fbd8a85 |
| dc.type.coar.fl_str_mv |
http://purl.org/coar/resource_type/c_2df8fbb1 |
| status_str |
publishedVersion |
| dc.identifier.none.fl_str_mv |
1794-7111 https://doi.org/10.17151/kepes.2020.17.22.9 https://repositorio.ucaldas.edu.co/handle/ucaldas/15498 10.17151/kepes.2020.17.22.9 2462-8115 |
| identifier_str_mv |
1794-7111 10.17151/kepes.2020.17.22.9 2462-8115 |
| url |
https://doi.org/10.17151/kepes.2020.17.22.9 https://repositorio.ucaldas.edu.co/handle/ucaldas/15498 |
| dc.language.none.fl_str_mv |
spa |
| language |
spa |
| dc.relation.none.fl_str_mv |
255 22 229 17 Kepes Aguilar, V., San Martin, S. & Payo, R. (2014). La aplicación empresarial del marketing viral y el efecto boca-oreja electrónico. Opiniones de las empresas. Cuadernos de Gestión, 14(1), 15-31. https://www.redalyc.org/pdf/2743/274330593001.pdf Alavi, S. A., Rezaei, S., Valaei, N. & Wan, W. K. (2016). Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. The International Review of Retail, Distribution and Consumer Research, 26(3), 272 -303. http://dx.doi.org/10.1080/09593969.2015.1096808 Bagozzi, P. R. & Yi, Y. (1988). On the evaluation of structural equation model. Journal of the academy of marketing science, 16(1), 74-94. https://doi.org/10.1007/BF02723327 Barclay, D., Thompson, R. & Higgins, C. (1995). The partial least squares (PLS) approach to causal modelling: personal computer adoption and use as illustration. Technology Studies, 2(2), 285-309. https://www.researchgate.net/publication/242663837_The_Partial_Least_Squares_PLS_Approach_to_Causal_Modeling_Personal_Computer_Use_as_an_Illustration Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32, 201-214. https://doi.org/10.1016/S0167-9236(01)00111-7 Brown, J. J. & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362. http://www.jstor.org/stable/2489496 Cámara de Comercio de Bogotá. (2018). El comercio electrónico de moda en Colombia crece por encima del canal tradicional. https://www.ccb.org.co/Clusters/Cluster-de-Joyeria-y-Bisuteria/Noticias/2018/Febrero-2018/El-comercio-electronico-de-moda-en-Colombia-crece-por-encima-delcanal-tradicional Carroll, B. A. & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2 Chang, A., Hsieh, S. H. & Tseng, T. H. (2013). Online brand community response to negative brand events: the role of group Ewom. Internet Research, 23(4),486-506. https://doi.org/10.1108/IntR-06-2012-0107 Chin, W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), 7-17. http://www.jstor.com/stable/249674 De Bruyn, A. & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing 25, 151-163. ttps://doi.org/10.1016/j.ijresmar.2008.03.004 Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39. https://doi.org/10.1108/YC-07-2016-00622 Expertos en marca. (2015). Totto la marca que superó a Adidas. Expertos en Marca. http://www.expertosenmarca.com/totto-la-marca-que-supero-adidas/ Fornell, C. & Larcker, D. F. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50. https://www.jstor.org/stable/3151312 Gruen, T. W., Osmonbekov, T. & Czaplewski, A. J. (2006). EWOM: The impact of customer-to-customer online Know-How exchange on customer value and loyalty. Journal of Business Research, 59, 449-456. https://doi.org/10.1016/j.jbusres.2005.10.004 Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4,60-75. https://doi.org/10.1177/109467050141006 Hellier, P., Geursen, G., Carr, R. & Rickard, J. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. http://dx.doi.org/10.1108/03090560310495456 Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremier, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of interactive marketing, 18(1), 38-52. https://search.proquest.com/docview/229636468?accountid=14777 Hung, K. H. & Li, S. T. (2007). The influence of eWOM on virtual consumer communities: social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495. http://www.journalofadvertisingresearch.com/content/47/4/485 Jalilvand, M. R. & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice. Internet Research, 22(5), 591-612. http://dx.doi.org/10.1108/10662241211271563 Karjaluoto, H., Munnukka, J. & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527 - 537. http://dx.doi.org/10.1108/JPBM-03-2015-0834 Kietzmann, J. H., Hermkens, K., McCarthy, I. P. y Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005 Kozinets, R. V, Valck, K. De Wojnicki, A. C. & Wilner, S. J. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89. https://doi.org/10.1509/jm.74.2.71 Kudeshia, Ch. & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 3, 310 - 330. https://doi.org/10.1108/MRR-07-2015-0161 Lago, M. S. (2014). Los jóvenes, las tecnologías y la escuela. Revista Integra Educativa, 7(3), 5-20. http://www.scielo.org.bo/scielo.php?pid=S1997-40432014000300001&script=sci_arttext Liao, C., Palvia, P. & Lin H. N. (2006). The roles of habit and web site quality in e-commerce. International Journal of Information Management, 26(6), 469-483. https://doi.org/10.1016/j.ijinfomgt.2006.09.001 Lim, M. W. (2015). The influence of internet advertising and electronic word of mouth on consumer perceptions and intention: some evidence from online group buying. The Journal of Computer Information Systems, 55(4), 81-89. https://doi.org/10.1080/08874417.2015.11645790 Lin, C. & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597-611. https://doi.org/10.1108/IMDS-10-2013-0432 Marhuenda, G. C. (2016). La influencia del Word of Mouth electrónico sobre las ventas de un refresco (Tesis doctoral). Universidad Complutense de Madrid, España. https://eprints.ucm.es/40633/ Matute, J., Polo, R. Y. & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention. Online Information Review, 40(7), 1090-1110. https://doi.org/10.1108/OIR-11-2015-0373 Meuter, M. L., McCabe, D. B. & Curran, J. M. (2013). Electronic word-ofmouth versus interpersonal word-of-mouth: are all forms of word-ofmouth equally influential? Services Marketing uarterly, 34(3), 240-256. https://doi.org/10.1080/15332969.2013.798201 Ministerio de Comercio, Industria y Turismo (MINCIT). (2017). Informe al Congreso 2016-2017 Sector Comercio, Industria y Turismo. https://www.mincit.gov.co/CMSPages/GetFile.aspx?guid=fa764aa1-f6f4-4dc2-bc3f0050db08ab0e Moslehpour, M., Wong, W., Phamy, K. V. & Aulia, C. K. (2017). Repurchase intention of Korean beauty products among Taiwanese consumers. Asia Pacific Journal of Marketing and Logistics, 29(3), 569-588. https://doi.org/10.1108/APJML-06-2016-0106 Nghia, H. T., Thanh, B. T. & Bao, D. Q. (2017). The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth. Journal of Science Ho Chi Minh City Open University, 7(3), 111-124. http://journalofscience.ou.edu.vn/index.php/econ-en/article/view/191 Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw Hill. Romero, J. & Ruiz, E. D. (2020). Be a part of it: promoting WOM, eWOM, and content creation through customer identification. Spanish Journal of Marketing - ESIC, 24(1), 55-72. https://doi.org/10.1108/SJME-11-2019-0092 Semana (20 de junio de 2016). Estas son las marcas más queridas por los colombianos. Semana. http://www.semana.com/economia/articulo/lasmarcas-mas-queridas-por-los-colombianos/478530 Sicilia, M. & Ruiz, S. (2010). The effects of the amount of information on cognitive responses in online purchasing tasks. Electronic Commerce Research and Applications, 9, 183-191. https://doi.org/10.1016/j.elerap.2009.03.004 Steenkamp, J. B. & Van Trijp, H. (1991). The use Lisrel in validating marketing constructs. International Journal of Research in Marketing, 8, 283-299. https://doi.org/10.1016/0167-8116(91)90027-5 Stern, B. B. (1994). A revised communication model for advertising: multiple dimensions of the source, the message, and the recipient. Journal of Advertising, 23(2), 5-15. https://doi.org/10.1080/00913367.1994.10673438 Totto. (2017). Quiénes somos. https://www.totto.cl/quienes-somos Tsai, Ch. D., Kuo, Ch. & Tan, M. J. (2017). The antecedents and consequences of word of mouth: a meta-analysis. Journal of Social and Administrative Sciences, 4(2), 181- 192. http://kspjournals.org/index.php/JSAS/article/view/1327/1314 Turetken, O. & Sharda, R. (2004). Development of a Fisheye-based information earch processing aid (FISPA) for managing information overload in the web environment. Decision Support Systems, 37(3), 415-434. https://doi.org/10.1016/S0167-9236(03)00047-2 Upegui, C. M. (2017). El consumo tecnológico de los jóvenes…un desafío para los docentes. Colección Académica de Ciencias Sociales, 4(1), 51-60. https://www.semanticscholar.org/paper/El-consumo-tecnol%C3%B3gicode-los-j%C3%B3venes%E2%80%A6Un-desaf%C3%ADo-C%C3%B3rdoba/9e2a10f305af16656a3862d7488ce540127b3881?p2df Vahdati, H. & Mousavi, S. H. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1-26. http://dx.doi.org/10.21315/aamj2016.21.2.1 Vallejo, J. M., Redondo, P. Y. & Acerete, A. U. (2015). Las características del boca-oído electrónico y su influencia en la intención de recompra online. Revista Europea de Dirección y Economía de la Empresa, 24(2), 61-75. https://doi.org/10.1016/j.redee.2015.03.002 Wang, Y. S., Yeh, CH. H. & Liao, Y. W. (2013). What drives purchase intention in the context of online content services? The moderating role of ethical selfefficacy for online piracy. International Journal of Information Management 33(1), 199-208. https://doi.org/10.1016/j.ijinfomgt.2012.09.004 Yan, W. S. & Yu, Ch. H. (2013). Factors of influencing repurchase intention on deal of the day group buying website. Hong Kong Baptist University: Hong Kong. https://www.semanticscholar.org/paper/Factors-of-influencing-repurchaseintention-on/5d71a67989a0570405ee5c244eddfa58d35eb56d Núm. 22 , Año 2020 : Julio - Diciembre https://revistasojs.ucaldas.edu.co/index.php/kepes/article/download/2608/2410 |
| dc.rights.none.fl_str_mv |
Derechos de autor 2020 Kepes https://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess http://purl.org/coar/access_right/c_abf2 |
| rights_invalid_str_mv |
Derechos de autor 2020 Kepes https://creativecommons.org/licenses/by/4.0/ http://purl.org/coar/access_right/c_abf2 |
| eu_rights_str_mv |
openAccess |
| dc.format.none.fl_str_mv |
application/pdf |
| dc.publisher.none.fl_str_mv |
universidad de Caldas |
| publisher.none.fl_str_mv |
universidad de Caldas |
| dc.source.none.fl_str_mv |
https://revistasojs.ucaldas.edu.co/index.php/kepes/article/view/2608 |
| institution |
Universidad de Caldas |
| repository.name.fl_str_mv |
|
| repository.mail.fl_str_mv |
|
| _version_ |
1836145083283406849 |
| spelling |
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombianaEffect of word of mouth and electronic word of mouth communications on the repurchase intentions of a Colombian brandconsumerrepurchase intentionElectronic Word of mouthWord of Mouthconsumidorintención de recompraElectronic Word of MouthWord of mouthEl objetivo del presente artículo consiste en analizar el efecto de las comunicaciones informales offline y online entre ellas mismas, y sobre las intenciones de recompra de la marca Totto por parte de los jóvenes universitarios. Para lograrlo, se utilizó una metodología cuantitativa cuya recolección de información se realizó a partir de la utilización de un cuestionario estructurado, aplicado a una muestra de 306 jóvenes de edades comprendidas entre los 16 y 24 años. Los resultados demuestran que los jóvenes son más propensos a repetir la compra cuando acuden a las recomendaciones o comentarios cuya fuente de información son los familiares, los amigos o los expertos, dejando a un lado las recomendaciones procedentes de las redes sociales o de Internet.The objective of this article is to analyze the effect of offline and online informal communications, and on the intentions of young university students to repurchase the brand Totto. Quantitative methodology was used to achieve this objective, for which the collection of information was done using a structured questionnaire applied to a sample of 306 young people aged between 16 and 24 years. The results show that young people are more likely to repurchase when they heed recommendations or reviews from family members, friends or experts, leaving aside recommendations from social networks or the Internet.universidad de Caldas2020-07-07 00:00:002021-02-04T14:55:09Z2020-07-07 00:00:002021-02-04T14:55:09Z2020-07-07Sección ArtículosArtículo de revistaJournal Articlehttp://purl.org/coar/resource_type/c_6501Textinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_2df8fbb1application/pdf1794-7111https://doi.org/10.17151/kepes.2020.17.22.9https://repositorio.ucaldas.edu.co/handle/ucaldas/1549810.17151/kepes.2020.17.22.92462-8115https://revistasojs.ucaldas.edu.co/index.php/kepes/article/view/2608spa2552222917KepesAguilar, V., San Martin, S. & Payo, R. (2014). La aplicación empresarial del marketing viral y el efecto boca-oreja electrónico. Opiniones de las empresas. Cuadernos de Gestión, 14(1), 15-31. https://www.redalyc.org/pdf/2743/274330593001.pdfAlavi, S. A., Rezaei, S., Valaei, N. & Wan, W. K. (2016). Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. The International Review of Retail, Distribution and Consumer Research, 26(3), 272 -303. http://dx.doi.org/10.1080/09593969.2015.1096808Bagozzi, P. R. & Yi, Y. (1988). On the evaluation of structural equation model. Journal of the academy of marketing science, 16(1), 74-94. https://doi.org/10.1007/BF02723327Barclay, D., Thompson, R. & Higgins, C. (1995). The partial least squares (PLS) approach to causal modelling: personal computer adoption and use as illustration. Technology Studies, 2(2), 285-309. https://www.researchgate.net/publication/242663837_The_Partial_Least_Squares_PLS_Approach_to_Causal_Modeling_Personal_Computer_Use_as_an_IllustrationBhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32, 201-214. https://doi.org/10.1016/S0167-9236(01)00111-7Brown, J. J. & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362. http://www.jstor.org/stable/2489496Cámara de Comercio de Bogotá. (2018). El comercio electrónico de moda en Colombia crece por encima del canal tradicional. https://www.ccb.org.co/Clusters/Cluster-de-Joyeria-y-Bisuteria/Noticias/2018/Febrero-2018/El-comercio-electronico-de-moda-en-Colombia-crece-por-encima-delcanal-tradicionalCarroll, B. A. & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2Chang, A., Hsieh, S. H. & Tseng, T. H. (2013). Online brand community response to negative brand events: the role of group Ewom. Internet Research, 23(4),486-506. https://doi.org/10.1108/IntR-06-2012-0107Chin, W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), 7-17. http://www.jstor.com/stable/249674De Bruyn, A. & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing 25, 151-163. ttps://doi.org/10.1016/j.ijresmar.2008.03.004Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39. https://doi.org/10.1108/YC-07-2016-00622Expertos en marca. (2015). Totto la marca que superó a Adidas. Expertos en Marca. http://www.expertosenmarca.com/totto-la-marca-que-supero-adidas/Fornell, C. & Larcker, D. F. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50. https://www.jstor.org/stable/3151312Gruen, T. W., Osmonbekov, T. & Czaplewski, A. J. (2006). EWOM: The impact of customer-to-customer online Know-How exchange on customer value and loyalty. Journal of Business Research, 59, 449-456. https://doi.org/10.1016/j.jbusres.2005.10.004Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4,60-75. https://doi.org/10.1177/109467050141006Hellier, P., Geursen, G., Carr, R. & Rickard, J. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. http://dx.doi.org/10.1108/03090560310495456Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremier, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of interactive marketing, 18(1), 38-52. https://search.proquest.com/docview/229636468?accountid=14777Hung, K. H. & Li, S. T. (2007). The influence of eWOM on virtual consumer communities: social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495. http://www.journalofadvertisingresearch.com/content/47/4/485Jalilvand, M. R. & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice. Internet Research, 22(5), 591-612. http://dx.doi.org/10.1108/10662241211271563Karjaluoto, H., Munnukka, J. & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527 - 537. http://dx.doi.org/10.1108/JPBM-03-2015-0834Kietzmann, J. H., Hermkens, K., McCarthy, I. P. y Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005Kozinets, R. V, Valck, K. De Wojnicki, A. C. & Wilner, S. J. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89. https://doi.org/10.1509/jm.74.2.71Kudeshia, Ch. & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 3, 310 - 330. https://doi.org/10.1108/MRR-07-2015-0161Lago, M. S. (2014). Los jóvenes, las tecnologías y la escuela. Revista Integra Educativa, 7(3), 5-20. http://www.scielo.org.bo/scielo.php?pid=S1997-40432014000300001&script=sci_arttextLiao, C., Palvia, P. & Lin H. N. (2006). The roles of habit and web site quality in e-commerce. International Journal of Information Management, 26(6), 469-483. https://doi.org/10.1016/j.ijinfomgt.2006.09.001Lim, M. W. (2015). The influence of internet advertising and electronic word of mouth on consumer perceptions and intention: some evidence from online group buying. The Journal of Computer Information Systems, 55(4), 81-89. https://doi.org/10.1080/08874417.2015.11645790Lin, C. & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597-611. https://doi.org/10.1108/IMDS-10-2013-0432Marhuenda, G. C. (2016). La influencia del Word of Mouth electrónico sobre las ventas de un refresco (Tesis doctoral). Universidad Complutense de Madrid, España. https://eprints.ucm.es/40633/Matute, J., Polo, R. Y. & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention. Online Information Review, 40(7), 1090-1110. https://doi.org/10.1108/OIR-11-2015-0373Meuter, M. L., McCabe, D. B. & Curran, J. M. (2013). Electronic word-ofmouth versus interpersonal word-of-mouth: are all forms of word-ofmouth equally influential? Services Marketing uarterly, 34(3), 240-256. https://doi.org/10.1080/15332969.2013.798201Ministerio de Comercio, Industria y Turismo (MINCIT). (2017). Informe al Congreso 2016-2017 Sector Comercio, Industria y Turismo. https://www.mincit.gov.co/CMSPages/GetFile.aspx?guid=fa764aa1-f6f4-4dc2-bc3f0050db08ab0eMoslehpour, M., Wong, W., Phamy, K. V. & Aulia, C. K. (2017). Repurchase intention of Korean beauty products among Taiwanese consumers. Asia Pacific Journal of Marketing and Logistics, 29(3), 569-588. https://doi.org/10.1108/APJML-06-2016-0106Nghia, H. T., Thanh, B. T. & Bao, D. Q. (2017). The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth. Journal of Science Ho Chi Minh City Open University, 7(3), 111-124. http://journalofscience.ou.edu.vn/index.php/econ-en/article/view/191Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw Hill.Romero, J. & Ruiz, E. D. (2020). Be a part of it: promoting WOM, eWOM, and content creation through customer identification. Spanish Journal of Marketing - ESIC, 24(1), 55-72. https://doi.org/10.1108/SJME-11-2019-0092 Semana (20 de junio de 2016). Estas son las marcas más queridas por los colombianos.Semana. http://www.semana.com/economia/articulo/lasmarcas-mas-queridas-por-los-colombianos/478530Sicilia, M. & Ruiz, S. (2010). The effects of the amount of information on cognitive responses in online purchasing tasks. Electronic Commerce Research and Applications, 9, 183-191. https://doi.org/10.1016/j.elerap.2009.03.004Steenkamp, J. B. & Van Trijp, H. (1991). The use Lisrel in validating marketing constructs. International Journal of Research in Marketing, 8, 283-299. https://doi.org/10.1016/0167-8116(91)90027-5Stern, B. B. (1994). A revised communication model for advertising: multiple dimensions of the source, the message, and the recipient. Journal of Advertising, 23(2), 5-15. https://doi.org/10.1080/00913367.1994.10673438Totto. (2017). Quiénes somos. https://www.totto.cl/quienes-somosTsai, Ch. D., Kuo, Ch. & Tan, M. J. (2017). The antecedents and consequences of word of mouth: a meta-analysis. Journal of Social and Administrative Sciences, 4(2), 181- 192. http://kspjournals.org/index.php/JSAS/article/view/1327/1314Turetken, O. & Sharda, R. (2004). Development of a Fisheye-based information earch processing aid (FISPA) for managing information overload in the web environment. Decision Support Systems, 37(3), 415-434. https://doi.org/10.1016/S0167-9236(03)00047-2Upegui, C. M. (2017). El consumo tecnológico de los jóvenes…un desafío para los docentes. Colección Académica de Ciencias Sociales, 4(1), 51-60. https://www.semanticscholar.org/paper/El-consumo-tecnol%C3%B3gicode-los-j%C3%B3venes%E2%80%A6Un-desaf%C3%ADo-C%C3%B3rdoba/9e2a10f305af16656a3862d7488ce540127b3881?p2dfVahdati, H. & Mousavi, S. H. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1-26. http://dx.doi.org/10.21315/aamj2016.21.2.1Vallejo, J. M., Redondo, P. Y. & Acerete, A. U. (2015). Las características del boca-oído electrónico y su influencia en la intención de recompra online. Revista Europea de Dirección y Economía de la Empresa, 24(2), 61-75. https://doi.org/10.1016/j.redee.2015.03.002Wang, Y. S., Yeh, CH. H. & Liao, Y. W. (2013). What drives purchase intention in the context of online content services? The moderating role of ethical selfefficacy for online piracy. International Journal of Information Management 33(1), 199-208. https://doi.org/10.1016/j.ijinfomgt.2012.09.004Yan, W. S. & Yu, Ch. H. (2013). Factors of influencing repurchase intention on deal of the day group buying website. Hong Kong Baptist University: Hong Kong. https://www.semanticscholar.org/paper/Factors-of-influencing-repurchaseintention-on/5d71a67989a0570405ee5c244eddfa58d35eb56dNúm. 22 , Año 2020 : Julio - Diciembrehttps://revistasojs.ucaldas.edu.co/index.php/kepes/article/download/2608/2410Derechos de autor 2020 Kepeshttps://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Otero Gómez, María CristinaGiraldo Pérez, Wilsonoai:repositorio.ucaldas.edu.co:ucaldas/154982024-07-16T21:48:49Z |