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...

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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
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oai_identifier_str oai:repositorio.unal.edu.co:unal/64728
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network_name_str Universidad Nacional de Colombia
repository_id_str
spelling Atribución-NoComercial 4.0 InternacionalDerechos reservados - Universidad Nacional de Colombiahttp://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Duque Méndez, Néstor Darío (Thesis advisor)8d45860c-30e3-47d5-aaf8-38c523f7d7bc-1Robledo Giraldo, Sebastiánf2d2222e-0cbd-452a-bd03-bac8416aa6ff300Colciencias2019-07-02T23:16:23Z2019-07-02T23:16:23Z2018https://repositorio.unal.edu.co/handle/unal/64728http://bdigital.unal.edu.co/65669/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 sectionsResumen: El propósito de esta investigación es crear un Modelo de Network Marketing (MNM) para emprendedores apoyándose en las actividades de networking para activar los procesos de voz a voz. Para alcanzar esto, se apoyan los hallazgos teóricos en tres pilares: Marketing Emprendedor (ME), actividades de networking y el marketing boca a boca. Estos tres conceptos son explicados en los Capítulos 1 y 2. Adicionalmente, esta tesis aborda dos preocupaciones relevantes en el área de ME y el marketing boca a boca: la influencia de las redes sociales y los actores en los procesos del marketing boca a boca en un contexto emprendedor. Estas cuestiones fueron desarrolladas a través de simulaciones usando Modelado Basado en Agentes (MBA) en el Capítulo 3 y un experimento empírico en el Capítulo 4. Finalmente, el Capítulo 5 propone el MNM de acuerdo a los principales hallazgos encontrados en las secciones previasDoctoradoapplication/pdfspaUniversidad Nacional de Colombia Sede Manizales Facultad de Ingeniería y Arquitectura Departamento de Ingeniería IndustrialDepartamento de Ingeniería IndustrialRobledo Giraldo, Sebastián (2018) Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts. Doctorado thesis, Universidad Nacional de Colombia - Sede Manizales.3 Ciencias sociales / Social sciences33 Economía / EconomicsModelo de Network MarketingMarketing EmprendedorNetworkingMarketing boca a bocaNetwork Marketing ModelEntrepreneurial MarketingNetworkingWord of Mouth MarketingNetworking as a Word of Mouth Marketing Strategy in Entrepreneurial ContextsTrabajo de grado - Doctoradoinfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/acceptedVersionhttp://purl.org/coar/resource_type/c_db06Texthttp://purl.org/redcol/resource_type/TDORIGINAL75100031.2018.pdfapplication/pdf3238145https://repositorio.unal.edu.co/bitstream/unal/64728/1/75100031.2018.pdf4d197278b81db809285408484155071cMD51THUMBNAIL75100031.2018.pdf.jpg75100031.2018.pdf.jpgGenerated Thumbnailimage/jpeg4863https://repositorio.unal.edu.co/bitstream/unal/64728/2/75100031.2018.pdf.jpg8456f3f137d2cbce6e4a588af82bc4e3MD52unal/64728oai:repositorio.unal.edu.co:unal/647282024-05-06 23:09:40.419Repositorio Institucional Universidad Nacional de Colombiarepositorio_nal@unal.edu.co
dc.title.spa.fl_str_mv Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts
title Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts
spellingShingle Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts
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
title_short Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts
title_full Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts
title_fullStr Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts
title_full_unstemmed Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts
title_sort Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts
dc.creator.fl_str_mv Robledo Giraldo, Sebastián
dc.contributor.advisor.spa.fl_str_mv Duque Méndez, Néstor Darío (Thesis advisor)
dc.contributor.author.spa.fl_str_mv Robledo Giraldo, Sebastián
dc.contributor.corporatename.spa.fl_str_mv Colciencias
dc.subject.ddc.spa.fl_str_mv 3 Ciencias sociales / Social sciences
33 Economía / Economics
topic 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
dc.subject.proposal.spa.fl_str_mv Modelo de Network Marketing
Marketing Emprendedor
Networking
Marketing boca a boca
Network Marketing Model
Entrepreneurial Marketing
Networking
Word of Mouth Marketing
description 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
publishDate 2018
dc.date.issued.spa.fl_str_mv 2018
dc.date.accessioned.spa.fl_str_mv 2019-07-02T23:16:23Z
dc.date.available.spa.fl_str_mv 2019-07-02T23:16:23Z
dc.type.spa.fl_str_mv Trabajo de grado - Doctorado
dc.type.driver.spa.fl_str_mv info:eu-repo/semantics/doctoralThesis
dc.type.version.spa.fl_str_mv info:eu-repo/semantics/acceptedVersion
dc.type.coar.spa.fl_str_mv http://purl.org/coar/resource_type/c_db06
dc.type.content.spa.fl_str_mv Text
dc.type.redcol.spa.fl_str_mv http://purl.org/redcol/resource_type/TD
format http://purl.org/coar/resource_type/c_db06
status_str acceptedVersion
dc.identifier.uri.none.fl_str_mv https://repositorio.unal.edu.co/handle/unal/64728
dc.identifier.eprints.spa.fl_str_mv http://bdigital.unal.edu.co/65669/
url https://repositorio.unal.edu.co/handle/unal/64728
http://bdigital.unal.edu.co/65669/
dc.language.iso.spa.fl_str_mv spa
language spa
dc.relation.ispartof.spa.fl_str_mv Universidad Nacional de Colombia Sede Manizales Facultad de Ingeniería y Arquitectura Departamento de Ingeniería Industrial
Departamento de Ingeniería Industrial
dc.relation.references.spa.fl_str_mv Robledo Giraldo, Sebastián (2018) Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts. Doctorado thesis, Universidad Nacional de Colombia - Sede Manizales.
dc.rights.spa.fl_str_mv Derechos reservados - Universidad Nacional de Colombia
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
dc.rights.license.spa.fl_str_mv Atribución-NoComercial 4.0 Internacional
dc.rights.uri.spa.fl_str_mv http://creativecommons.org/licenses/by-nc/4.0/
dc.rights.accessrights.spa.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv Atribución-NoComercial 4.0 Internacional
Derechos reservados - Universidad Nacional de Colombia
http://creativecommons.org/licenses/by-nc/4.0/
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.mimetype.spa.fl_str_mv application/pdf
institution Universidad Nacional de Colombia
bitstream.url.fl_str_mv https://repositorio.unal.edu.co/bitstream/unal/64728/1/75100031.2018.pdf
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repository.name.fl_str_mv Repositorio Institucional Universidad Nacional de Colombia
repository.mail.fl_str_mv repositorio_nal@unal.edu.co
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