Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts
The purpose of this research is to create a Network Marketing Model (NMM) for entrepreneurs relying on networking activities to activate Word of Mouth processes. In order to achieve this, we support our theoretical findings in three pillars: Entrepreneurial Marketing (EM), networking activities, and...
- Autores:
-
Robledo Giraldo, Sebastián
- Tipo de recurso:
- Doctoral thesis
- Fecha de publicación:
- 2018
- Institución:
- Universidad Nacional de Colombia
- Repositorio:
- Universidad Nacional de Colombia
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unal.edu.co:unal/64728
- Acceso en línea:
- https://repositorio.unal.edu.co/handle/unal/64728
http://bdigital.unal.edu.co/65669/
- Palabra clave:
- 3 Ciencias sociales / Social sciences
33 Economía / Economics
Modelo de Network Marketing
Marketing Emprendedor
Networking
Marketing boca a boca
Network Marketing Model
Entrepreneurial Marketing
Networking
Word of Mouth Marketing
- Rights
- openAccess
- License
- Atribución-NoComercial 4.0 Internacional
| Summary: | The purpose of this research is to create a Network Marketing Model (NMM) for entrepreneurs relying on networking activities to activate Word of Mouth processes. In order to achieve this, we support our theoretical findings in three pillars: Entrepreneurial Marketing (EM), networking activities, and Word of Mouth Marketing (WOMM). These 3 frameworks are explained in Chapters 1 - 2. Additionally, this thesis addresses two relevant concerns in the area of EM and WOMM: the influence of social networks and the actors in WOM processes in an entrepreneurial context. These issues are developed through simulations using Agent-Based Modeling in Chapter 3 and an empirical experiment in Chapter 4. Finally, Chapter 5 proposes the NMM according to the main findings of previous sections |
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