Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala

ilustraciones, graficas

Autores:: Amaya Moreno, Javier Andrés

Tipo de recurso:

Fecha de publicación:: 2021

Institución:: Universidad Nacional de Colombia

Repositorio:: Universidad Nacional de Colombia

Idioma:: spa

id	UNACIONAL2_abd0fa6196ddc62de06829b2a8aa4e52
oai_identifier_str	oai:repositorio.unal.edu.co:unal/81262
network_acronym_str	UNACIONAL2
network_name_str	Universidad Nacional de Colombia
repository_id_str
dc.title.spa.fl_str_mv	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
dc.title.translated.eng.fl_str_mv	Influence of networking as strategy to activate eWOM in solar energy small companies
title	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
spellingShingle	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala 350 - Administración pública y ciencia militar::354 - Administración pública de la economía y el medio ambiente networking entrepreneurship renewable energy eWOM emprendimiento energías renovables Relaciones laborales Política comercial Marketing
title_short	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
title_full	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
title_fullStr	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
title_full_unstemmed	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
title_sort	Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala
dc.creator.fl_str_mv	Amaya Moreno, Javier Andrés
dc.contributor.advisor.none.fl_str_mv	Robledo Giraldo, Sebastian Sandra Patricia, Rojas Berrio
dc.contributor.author.none.fl_str_mv	Amaya Moreno, Javier Andrés
dc.contributor.researchgroup.spa.fl_str_mv	Management And Marketing (M&M)
dc.subject.ddc.spa.fl_str_mv	350 - Administración pública y ciencia militar::354 - Administración pública de la economía y el medio ambiente
topic	350 - Administración pública y ciencia militar::354 - Administración pública de la economía y el medio ambiente networking entrepreneurship renewable energy eWOM emprendimiento energías renovables Relaciones laborales Política comercial Marketing
dc.subject.proposal.eng.fl_str_mv	networking entrepreneurship renewable energy
dc.subject.proposal.none.fl_str_mv	eWOM
dc.subject.proposal.spa.fl_str_mv	emprendimiento energías renovables
dc.subject.unesco.spa.fl_str_mv	Relaciones laborales Política comercial
dc.subject.unesco.eng.fl_str_mv	Marketing
description	ilustraciones, graficas
publishDate	2021
dc.date.issued.none.fl_str_mv	2021
dc.date.accessioned.none.fl_str_mv	2022-03-17T13:05:30Z
dc.date.available.none.fl_str_mv	2022-03-17T13:05:30Z
dc.type.spa.fl_str_mv	Trabajo de grado - Maestría
dc.type.driver.spa.fl_str_mv	info:eu-repo/semantics/masterThesis
dc.type.version.spa.fl_str_mv	info:eu-repo/semantics/acceptedVersion
dc.type.content.spa.fl_str_mv	Text
dc.type.redcol.spa.fl_str_mv	http://purl.org/redcol/resource_type/TM
status_str	acceptedVersion
dc.identifier.uri.none.fl_str_mv	https://repositorio.unal.edu.co/handle/unal/81262
dc.identifier.instname.spa.fl_str_mv	Universidad Nacional de Colombia
dc.identifier.reponame.spa.fl_str_mv	Repositorio Institucional Universidad Nacional de Colombia
dc.identifier.repourl.spa.fl_str_mv	https://repositorio.unal.edu.co/
url	https://repositorio.unal.edu.co/handle/unal/81262 https://repositorio.unal.edu.co/
identifier_str_mv	Universidad Nacional de Colombia Repositorio Institucional Universidad Nacional de Colombia
dc.language.iso.spa.fl_str_mv	spa
language	spa
dc.relation.references.spa.fl_str_mv	Adler, P. S., & Kwon, S. W. (2002). Social Capital: Prospects for a New Concept. Academy of Management Review, 27(1), 17–40. https://doi.org/10.5465/amr.2002.5922314 Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3). https://doi.org/10.2307/3149462 Asim, M. M., & Rasul, A. (2020). Networked identities: Exploring the role of social networking to optimize event marketing by higher education institutions in the Middle East. Asia Pacific Media Educator, 30(2), 180–199. Avnimelech, G., Zelekha, Y. & Sharabi, E. (2014). The effect of corruption on entrepreneurship in developed vs non-developed countries. International Journal of Entrepreneurial Behaviour & Research, 20(3), 237–262. Azad, M. A., Alazab, M., Riaz, F., Arshad, J., & Abullah, T. (2020). Socioscope: I know who you are, a robo, human caller or service number. Future Generations Computer Systems: FGCS, 105, 297–307. Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics 33(2) 388–400. https://doi.org/10.1016/j.tele.2015.09.004 Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422–448. Bao, T., & Chang, T. L. S. (2014). Finding disseminators via electronic word of mouth message for effective marketing communications. Decision Support Systems, 67, 21–29. Baruah, B. (2015). Creating opportunities for women in the renewable energy sector: Findings from India. Feminist Economics, 21(2), 53–76. Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31–40. https://doi.org/10.1002/dir.1014 Birley, S. (1985). The role of networks in the entrepreneurial process. Journal of Business, Venturing 1(1), 107–117. https://doi.org/10.1016/0883-9026(85)90010-2 Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2–20. https://doi.org/10.1002/dir.20082 Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. The Journal of Consumer Research, 14(3), 350. Brüderl, J., & Preisendörfer, P. (1998). Network Support and the Success of Newly Founded Businesses. Small Business Economics, 10(3), 213–225. Buechel, K., von Ehrlich, M., Puga, D., & Marsal, E. V. (2019). Calling from the Outside: The Role of Networks in Residential Mobility. Burt, R. S. (2019a). Network disadvantaged entrepreneurs: Density, hierarchy, and success in China and the West. Entrepreneurship Theory and Practice, 43(1), 19–50. Burt, R. S. (2019b). The networks and success of female entrepreneurs in China. Social Networks, 58, 37–49. Cardona Arenas, C. D., & Sierra Suárez , L. P. (2020). Impacto de la política monetaria en el equilibrio del mercado de trabajo: países de la Alianza del Pacífico. Revista Finanzas y Política Económica, 12(2), 491-521. https://doi.org/10.14718/revfinanzpolitecon.v12.n2.2020.3213 Chang, J. H., & Wang, S. H. (2019). Different levels of destination expectation: The effects of online advertising and electronic word-of-mouth. Telematics and Informatics, 36, 27–38. Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008 Chevalier, J., & Mayzlin, D. (2003). The Effect of Word of Mouth on Sales: Online Book Reviews. https://doi.org/10.3386/w10148 Chu, S. C. (2009). Determinants of Consumer Engagement in Electronic Word-of-mouth in Social Networking Sites. Coleman, J. (1988). Social capital in the creation of human capital. The American Journal of Sociology, 94, 95–120. Colicev, A., Malshe, A., Pauwels, K., & O’Connor, P. (2018). Improving consumer mindset metrics and shareholder value through social media: The different roles of owned and earned media. Journal of Marketing, 82(1), 37–56. Confecámaras. (2019). Dinámica de creación de empresas en Colombia 2019. En Confecámaras, Red de Cámaras de Comercio. Enero-septiembre de 2019. http://www.confecamaras.org.co/phocadownload/2019/Cuadernos_Analisis_Economicos/Dinámica de Creación de Empresas I Trim 2019.pdf Confecámaras. (2020). Dinámica de creación de empresas en Colombia: enero-junio de 2020. http://www.confecamaras.org.co/noticias/509-en-2016-aumento-15-8-la-creacion-de-empresas-en-colombia Costa, F., & Servadei, F. (2021). Webinar During COVID-19 Pandemic: Necessity or Uncontrolled Phenomena? World Neurosurgery, 154, 186. Danniswara, R., Sandhyaduhita, P., & Munajat, Q. (2017). The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram. Information Resources Management Journal, 30(2), 23–43. de Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, 33(3), 491–507. Delafrooz, N., Rahmati, Y., & Abdi, M. (2019). The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework. Cogent Business & Management, 6(1), 1606973. https://doi.org/10.1080/23311975.2019.1606973 Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407–1424. Dodd, S. D., & Patra, E. (2002). National differences in entrepreneurial networking. Entrepreneurship & Regional Development, 14(2), 117–134. https://doi.org/10.1080/08985620110111304 Doosti, S., Jalilvand, M. R., Asadi, A., Khazaei Pool, J., & Mehrani Adl, P. (2016). Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image. International Journal of Tourism Cities, 2(2), 137–148. Doyle, C., Herga, Z., Dipple, S., Szymanski, B. K., Korniss, G., & Mladenić, D. (2019). Predicting complex user behavior from CDR based social networks. Information Sciences, 500, 217–228. Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter? — An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016. https://doi.org/10.1016/j.dss.2008.04.001 Elfring, T., & Hulsink, W. (2007). Networking by entrepreneurs: Patterns of tie—formation in emerging organizations. Organization Studies, 28(12), 1849–1872. Engel, Y., Kaandorp, M., & Elfring, T. (2017). Toward a dynamic process model of entrepreneurial networking under uncertainty. Journal of Business Venturing, 32(1), 35–51. https://doi.org/10.1016/j.jbusvent.2016.10.001 Fietkiewicz, K. J., Hoffmann, C., & Lins, E. (2018). Find the perfect match: the interplay among Facebook, YouTube and LinkedIn on crowdfunding success. International Journal of Entrepreneurship & Small Business, 33(4), 472. Frempong, J., Chai, J., Ampaw, E. M., Amofah, D. O., & Ansong, K. W. (2020). The relationship among customer operant resources, online value co-creation and electronic-word-of-mouth in solid waste management marketing. Journal of Cleaner Production, 248(119228), 119228. Galkina, T., & Atkova, I. (2020). Effectual Networks as Complex Adaptive Systems: Exploring Dynamic and Structural Factors of Emergence. Entrepreneurship Theory and Practice, 44(5), 964–995. https://doi.org/10.1177/1042258719879670 Gegenfurtner, A., Zitt, A., & Ebner, C. (2019). Evaluating webinar-based training: a mixed methods study of trainee reactions toward digital web conferencing. International Journal of Training and Development, 24(1), 5–21. Gharib, R. K., Garcia-Perez, A., Dibb, S., & Iskoujina, Z. (2019). Trust and reciprocity effect on electronic word-of-mouth in online review communities. Journal of Enterprise Information Management, 33(1), 120–138. Giraldo, S. R., & Zuluaga, G. A. O. (2012). Potencial de ingresos pasivos para los distribuidores en empresas de mercadeo multinivel con un plan de compensación binario. Respuestas, 17(2), 13-20. Gloor, P. A., Woerner, S., Schoder, D., Fischbach, K., & Colladon, A. F. (2018). Size does not matter - in the virtual world. Comparing online social networking behaviour with business success of entrepreneurs. International Journal of Entrepreneurial Venturing, 10(4), 435. Godes, D., & Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23(4), 545–560. https://doi.org/10.1287/mksc.1040.0071 González-Soriano, F. J., Feldman, P. S. M., & Rodríguez-Camacho, J. A. (2020). Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook. Cogent Business & Management, 7(1), 1738201. https://doi.org/10.1080/23311975.2020.1738201 Granovetter, M. (1973). The Strength of Weak Ties. The American Journal of Sociology, 78(6), 1360–1380. Granovetter, M. (1985). Economic action and social structure: The problem of embeddedness. The American Journal of Sociology, 91(3), 481–510. Granovetter, M. S. (1977). The Strength of Weak Ties. En: Social Networks (pp. 347–367). https://doi.org/10.1016/b978-0-12-442450-0.50025-0 Greve, A., & Salaff, J. W. (2003). Social Networks and Entrepreneurship. Entrepreneurship Theory and Practice, 28(1), 1–22. 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(4), 449–456. https://doi.org/10.1016/j.jbusres.2005.10.004 Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212–230. Henao, F., & Dyner, I. (2020). Renewables in the optimal expansion of colombian power considering the Hidroituango crisis. Renewable Energy, 158, 612–627. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, 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. Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454. https://doi.org/10.1086/208570 Hills, G. E., Hultman, C. M., & Miles, M. P. (2008). The Evolution and Development of Entrepreneurial Marketing. Journal of Small Business Management, 46(1), 99–112. https://doi.org/10.1111/j.1540-627x.2007.00234.x Hite, J. M., & Hesterly, W. S. (2001). The evolution of firm networks: from emergence to early growth of the firm. Strategic Management Journal, 22(3), 275–286. https://doi.org/10.1002/smj.156 Hoang, H., & Yi, A. (2015). Network-based Research in Entrepreneurship: A Decade in Review. Honig, B., & Davidsson, P. (2000). THE ROLE OF SOCIAL AND HUMAN CAPITAL AMONG NASCENT ENTREPRENEURS. Academy of Management Proceedings, 2000(1), B1–B6. https://doi.org/10.5465/apbpp.2000.5438611 Hurtado de Barrera, J. (2008). Cómo formular objetivos de investigacion. Quirón Editores. Hurtado-Marín, V. A., Agudelo-Giraldo, J. D., Robledo, S., & Restrepo-Parra, E. (2021). Analysis of dynamic networks based on the Ising model for the case of study of co-authorship of scientific articles. Scientific Reports, 11(1), 1-10. Jack, S., Dodd, S. D., & Anderson, A. R. (2008). Change and the development of entrepreneurial networks over time: a processual perspective. Entrepreneurship and Regional Development, 20(2), 125–159. Jack, S. L. (2010). Approaches to studying networks: Implications and outcomes. Journal of Business Venturing, 25(1), 120–137. https://doi.org/10.1016/j.jbusvent.2008.10.010 Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology , 60(11), 2169–2188. Jiang, X., Liu, H., Fey, C., & Jiang, F. (2018). Entrepreneurial orientation, network resource acquisition, and firm performance: A network approach. Journal of Business Research, 87, 46–57. José-Cabezudo, R. S., & Camarero-Izquierdo, C. (2012). Determinants of opening-forwarding E-mail messages. Journal of Advertising, 41(2), 97–112. Khan, N., Akram, M. U., Shah, A., Alghamdi, N. S., & Khan, S. A. (2021). Capturing the real customer experience based on the parameters in the call detail records. Multimedia Tools and Applications, 80(18), 28439–28461. Khan, N. A., Zhou, W., Khan, M. A., Almogren, A., & Ud Din, I. (2021). Correlation between triadic closure and homophily formed over location-based social networks. Scientific Programming, 2021, 1–10. Konstantopoulou, A., Rizomyliotis, I., Konstantoulaki, K., & Badahdah, R. (2019). Improving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOM. International Journal of Organizational Analysis, 27(2), 308–321. https://doi.org/10.1108/ijoa-04-2018-1406 Pelaez, H. (2019). El país no desarrolla su potencial en energía como la solar y eólica. La República. https://www.larepublica.co/empresas/el-pais-no-desarrolla-su-potencial-en-energia-como-la-solar-y-eolica-2889467 Lai, H., Cheng, H., & Fong, H. (2014). Social Network Advertising: An Investigation of Its Impact on Consumer Behaviour. Communications in Computer and Information Science (pp. 1–13). https://doi.org/10.1007/978-3-662-45071-0_1 Lee, M., & Youn, S. (Sin fecha). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473. Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473–499. Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232–249. Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue. Journal of Marketing, 70(3), 74–89. https://doi.org/10.1509/jmkg.70.3.074 Li, X., Ren, X., & Zheng, X. (2015). Management of competition among sellers and its performance implications for business-to-business electronic platforms. Nankai Business Review International, 6(2), 199–222. Loureiro, S. M. C., & Sarmento, E. M. (2019). Exploring the determinants of Instagram as a social network for online consumer-brand relationship. Journal of Promotion Management, 25(3), 1–13. Luo, X., & Zhang, J. (2013). How do consumer buzz and traffic in social media marketing predict the value of the firm? Journal of Management Information Systems : JMIS, 30(2), 213–238. Ministerio de Minas y Energía. (26 de febrero de 2018). Resolución N.º 030. http://apolo.creg.gov.co/Publicac.nsf/1c09d18d2d5ffb5b05256eee00709c02/83b41035c2c4474f05258243005a1191 Morales-Alonso, G., Vila, G. A., Lemus-Aguilar, I., & Hidalgo, A. (2019). Data retrieval from online social media networks for defining business angels’ profile. Journal of Enterprising Communities People and Places in the Global Economy, 14(1), 57–75. Mouchili, M. N., Atwood, J. W., & Aljawarneh, S. (2019). Call data record based big data analytics for smart cities. Proceedings of the Second International Conference on Data Science, E-Learning and Information Systems - DATA ’19. the Second International Conference, Dubai, United Arab Emirates. https://doi.org/10.1145/3368691.3368713 Nahapiet, J., & Ghoshal, S. (1998). Social Capital, Intellectual Capital, and the Organizational Advantage. Academy of Management Review, 23(2), 242–266). https://doi.org/10.5465/amr.1998.533225 Nam, K., Baker, J., Ahmad, N., & Goo, J. (2020). Dissatisfaction, Disconfirmation, and Distrust: an Empirical Examination of Value Co-Destruction through Negative Electronic Word-of-Mouth (eWOM). Information Systems Frontiers, 22(1), 113–130. https://doi.org/10.1007/s10796-018-9849-4 Niemand, T., Kraus, S., Mather, S., & Cuenca-Ballester, A. C. (2020). Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry. International Entrepreneurship and Management Journal, 16(4), 1367–1392. Omar, S. S., Higgs, M., Shiau Wei, C., & Ali, M. (2020). Network ties’ governance in entrepreneurial networking of SMEs: Cases of the owner-managers in the southern region of Malaysia. Asian Academy of Management Journal, 25(1). https://doi.org/10.21315/aamj2020.25.1.5 Organización de las Naciones Unidas - México. (2020). El auge de las energías renovables: iluminando un futuro sostenible. https://www.onu.org.mx/el-auge-de-las-energias-renovables-iluminando-un-futuro-sostenible/ Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research (Vol. 62, Issue 1, pp. 61–67). https://doi.org/10.1016/j.jbusres.2007.11.017 Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148. Park, J. E., Pulcrano, J., & Leleux, B. (2020). Impact of venture competitions on entrepreneurial network development. Cogent Business & Management, 7(1), 1826090. Pauwels, K., Demirci, C., Yildirim, G., & Srinivasan, S. (2016). The impact of brand familiarity on online and offline media synergy. International Journal of Research in Marketing, 33(4), 739–753. Păvăloaia, V. D., Anastasiei, I. D., & Fotache, D. (2020). Social media and E-mail marketing campaigns: Symmetry versus convergence. Symmetry, 12(12), 1940. Ponzoa, J. M., & Erdmann, A. (2021). E-commerce customer attraction: Digital marketing techniques, evolution and dynamics across firms. Journal of Promotion Management, 1–19. Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology & People, 32(2), 387–404. Racherla, P., & Friske, W. (2012). Perceived “usefulness” of online consumer reviews: An exploratory investigation across three services categories. Electronic Commerce Research and Applications, 11(6), 548–559. Robledo, S. (2018). Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts [Doctor en Ingeniería – Industria y Organizaciones]. Universidad Nacional de Colombia-Sede Manizales. Robledo, S., Grisales Aguirre, A.M., Hughes, M., and Eggers, F. (2021), “Hasta la Vista, Baby – Will Machine Learning Terminate Human Literature Reviews? An Entrepreneurship Application”, Journal of Small Business Management. Robledo, S., Osorio, G., & Lopez, C. (2014). Networking en pequeña empresa: una revisión bibliográfica utilizando la teoria de grafos. Revista , 11(2), 6–16. Ruohonen, J., & Hyrynsalmi, S. (2017). Evaluating the use of internet search volumes for time series modeling of sales in the video game industry. Electronic Markets, 27(4), 351–370. Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236–258. Sarasvathy, S. D. (2009). Effectuation: Elements of Entrepreneurial Expertise. Edward Elgar Publishing. Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76–94). https://doi.org/10.1002/dir.20090 Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media. Sustainability, 12(4), 1691. https://doi.org/10.3390/su12041691 Shafigullina, A. V., & Palyakin, R. B. (2016). Social media marketing as an effective instrument of the promotion of social business-project in social entrepreneurial activity. Academy of Marketing Studies Journal, 20(1). Shane, S., & Cable, D. (2002). Network ties, reputation, and the financing of new ventures. Management Science, 48(3), 364–381. Siddhanta, S., & Banerjee, N. (2014). The impact of promotional mix on profit in the B2B sector. Marketing Intelligence & Planning, 32(5), 600–615. Siddique, N., Shafi Ullah, F., Mahmood, K., & Ajmal Khan, M. (2021). Professional networking with emailing groups: A case of Pakistan Library Automation Group. Journal of Librarianship and Information Science, 53(3), 499–509. Sigfusson, T., & Chetty, S. (2013). Building international entrepreneurial virtual networks in cyberspace. Journal of World Business, 48(2), 260–270. Sorenson, O. (2018). Social networks and the geography of entrepreneurship. Small Business Economics, 51(3), 527–537. https://doi.org/10.1007/s11187-018-0076-7 Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science, 44(4), 440–453. Starr, J., & Larson, A. (1993). A Network Model of Organization Formation. Entrepreneurship Theory and Practice, 17(2), 5–15. Steier, L., & Greenwood, R. (2000). Entrepreneurship and the Evolution of Angel Financial Networks. Organization Studies, 21(1) 163–192. https://doi.org/10.1177/0170840600211002 Tabourier, L., Libert, A. S., & Lambiotte, R. (2016). Predicting links in ego-networks using temporal information. EPJ Data Science, 5(1). https://doi.org/10.1140/epjds/s13688-015-0062-0 Tien, D. H., Amaya Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73(5), 90–102. https://doi.org/10.1509/jmkg.73.5.90 Urban, B. (2018). Effectuation and opportunity recognition in the renewable energy sector in South Africa: A focus on environmental dynamism and hostility. Journal of Developmental Entrepreneurship: JDE, 23(02), 1850010. Uzzi, B. (1996). The Sources and Consequences of Embeddedness for the Economic Performance of Organizations: The Network Effect. American Sociological Review, 61 (4), 674. https://doi.org/10.2307/2096399 Valencia-Hernández, D., Robledo, S., Pinilla, R., Duque-Méndez, N. D., & Olivar-Tost, G. (2020). SAP Algorithm for Citation Analysis: An improvement to Tree of Science. Ingeniería E Investigación, 40(1), 45–49. Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085–1108. Villanueva, J., Yoo, S., & Hanssens, D. M. (2008). The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth. JMR, Journal of Marketing Research, 45(1), 48–59. Villarreal Larrinaga, O. (2017). Is it desirable, necessary and possible to perform research using case studies? Cuadernos de Gestión, 17(1), 147–172. Wang, C. (renee), & Kubickova, M. (2017). The impact of engaged users on eWOM of hotel Facebook page. Journal of Hospitality and Tourism Technology, 8(2), 190–204. Wien, A. H. (2019). Self-presentation via electronic word of mouth – a reflective or impulsive activity? Journal of Research in Interactive Marketing, 13(3), 331–350. Wiesel, T., Pauwels, K., & Arts, J. (2011). Practice prize paper—marketing’s profit impact: Quantifying online and off-line funnel progression. Marketing Science, 30(4), 604–611. Wooldridge, J. M. (2018). Introductury Econometrics: A modern approach (5a. ed.). South-Western: Cengage Learning. Wu, J., & Si, S. (2018). Poverty reduction through entrepreneurship: incentives, social networks, and sustainability. Asian Business & Management, 17(4), 243–259. Youn, S., & Lee, M. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473. Yuan, B., & Peluso, A. (2019). The influence of internet entrepreneur-related Word-of-mouth (WOM) on corporate image association. Sustainability: Science Practice and Policy, 11(6), 1737. Yuan, B., & Peluso, A. M. (2020). The impact of electronic entrepreneur-related word of mouth on brand evaluation. Journal of Brand Management, 27(5), 579–592. Yu, M., Si, W., Song, G., Li, Z., & Yen, J. (2014). Who were you talking to - Mining interpersonal relationships from cellphone network data. En 2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2014). https://doi.org/10.1109/asonam.2014.6921630 Zhang, X. (alan), Kumar, V., & Cosguner, K. (2017). Dynamically managing a profitable email marketing program. JMR, Journal of Marketing Research, 54(6), 851–866. Zhu, F., & Zhang, X. (2010). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics. Journal of Marketing, 74 (2), 133–148. https://doi.org/10.1509/jmkg.74.2.133
dc.rights.coar.fl_str_mv	http://purl.org/coar/access_right/c_abf2
dc.rights.license.spa.fl_str_mv	Reconocimiento 4.0 Internacional
dc.rights.uri.spa.fl_str_mv	http://creativecommons.org/licenses/by/4.0/
dc.rights.accessrights.spa.fl_str_mv	info:eu-repo/semantics/openAccess
rights_invalid_str_mv	Reconocimiento 4.0 Internacional http://creativecommons.org/licenses/by/4.0/ http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv	openAccess
dc.format.extent.spa.fl_str_mv	96 páginas
dc.format.mimetype.spa.fl_str_mv	application/pdf
dc.publisher.spa.fl_str_mv	Universidad Nacional de Colombia
dc.publisher.program.spa.fl_str_mv	Bogotá - Ciencias Económicas - Maestría en Administración
dc.publisher.department.spa.fl_str_mv	Escuela de Administración y Contaduría Pública
dc.publisher.faculty.spa.fl_str_mv	Facultad de Ciencias Económicas
dc.publisher.place.spa.fl_str_mv	Bogotá, Colombia
dc.publisher.branch.spa.fl_str_mv	Universidad Nacional de Colombia - Sede Bogotá
institution	Universidad Nacional de Colombia
bitstream.url.fl_str_mv	https://repositorio.unal.edu.co/bitstream/unal/81262/3/1016042592.2021.pdf https://repositorio.unal.edu.co/bitstream/unal/81262/4/license.txt https://repositorio.unal.edu.co/bitstream/unal/81262/5/1016042592.2021.pdf.jpg
bitstream.checksum.fl_str_mv	bdbdfd790c0f52deb70f0e4922ff84ab 8153f7789df02f0a4c9e079953658ab2 1b35e292323aeb6e758ca051ab5e2508
bitstream.checksumAlgorithm.fl_str_mv	MD5 MD5 MD5
repository.name.fl_str_mv	Repositorio Institucional Universidad Nacional de Colombia
repository.mail.fl_str_mv	repositorio_nal@unal.edu.co
_version_	1814089815109402624
spelling	Reconocimiento 4.0 Internacionalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Robledo Giraldo, Sebastiane5a4015e731857d8946b9db23249482bSandra Patricia, Rojas Berrio492b8bf9fc9f5e2db3ce4aa176df2c7fAmaya Moreno, Javier Andrése725b195b6c6549a7629de2f68d2b859Management And Marketing (M&M)2022-03-17T13:05:30Z2022-03-17T13:05:30Z2021https://repositorio.unal.edu.co/handle/unal/81262Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/ilustraciones, graficasEl networking y el tamaño de la red de contactos juegan un rol importante en el área de mercadeo de los emprendimientos. La activación de eWOM, mediante estrategias de networking, representa una oportunidad para empresas nacientes. Investigaciones previas han establecido modelos de mercadeo emprendedor, sin embargo, no se encuentran estudios específicos sobre la activación de eWOM a partir de la estrategia de networking, lo cual cobra mayor relevancia por la pandemia del Covid-19 debido al aumento de las interacciones virtuales. Por lo tanto, el objetivo de este trabajo es mostrar la influencia del networking como estrategia para activar eWOM en este tipo de organizaciones. Esta investigación aborda la metodología de caso de estudio, realizan un diagnóstico inicial la red de contactos y, posteriormente, implementa diferentes estrategias de networking para activación de eWOM en EnerGiga, compañía que se encuentra dentro del sector de las energías renovables y economía circular. Los datos obtenidos fueron analizados mediante un modelo de autorregresión VAR (vector autorregresivo) y los resultados muestran que las estrategias de networking, el eWOM y la composición de la red de contactos influyen en el desarrollo y supervivencia del emprendimiento. En términos prácticos, los emprendimientos pueden usar estrategias como el networking para fortalecer sus planes de mercadeo y potencializar sus proyectos productivos, la digitalización de los medios obliga que a futuro todas las organizaciones implementen estrategias apoyadas en medios como el internet para el cumplimiento de sus objetivos y supervivencia empresarial. (Texto tomado de la fuente)Networking and the size of the network of contacts play an important role in the marketing area of entrepreneurships. The activation of eWOM, through networking strategies, represents an opportunity for nascent companies. Previous research has established entrepreneurial marketing models; however, no specific studies have been found on the activation of eWOM from the networking strategy, which is more relevant because of the Covid-19 pandemic due to the increase in virtual interactions. Therefore, the objective of this work is to show the influence of networking as a strategy to activate eWOM in these types of organizations. This research addresses the case study methodology, makes an initial diagnosis of the network of contacts and, later, implements different networking strategies for eWOM activation in EnerGiga, a company that is within the renewable energy and circular economy sector. The data obtained were analyzed using a VAR (vector autoregressive) autoregression model and the results show that networking strategies, eWOM and the size of the contact network influences the entrepreneurship development. In practical terms, enterprises can use strategies such as networking to strengthen their marketing plans and enhance their productive projects. The digitization of the media requires that in the future all organizations implement strategies supported by media such as the internet to meet their objectives and business survival.MaestríaMagíster en AdministraciónGestión Funcional - Gestión de Mercados96 páginasapplication/pdfspaUniversidad Nacional de ColombiaBogotá - Ciencias Económicas - Maestría en AdministraciónEscuela de Administración y Contaduría PúblicaFacultad de Ciencias EconómicasBogotá, ColombiaUniversidad Nacional de Colombia - Sede Bogotá350 - Administración pública y ciencia militar::354 - Administración pública de la economía y el medio ambientenetworkingentrepreneurshiprenewable energyeWOMemprendimientoenergías renovablesRelaciones laboralesPolítica comercialMarketingInfluencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escalaInfluence of networking as strategy to activate eWOM in solar energy small companiesTrabajo de grado - Maestríainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/acceptedVersionTexthttp://purl.org/redcol/resource_type/TMAdler, P. S., & Kwon, S. W. (2002). Social Capital: Prospects for a New Concept. Academy of Management Review, 27(1), 17–40. https://doi.org/10.5465/amr.2002.5922314Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3). https://doi.org/10.2307/3149462Asim, M. M., & Rasul, A. (2020). Networked identities: Exploring the role of social networking to optimize event marketing by higher education institutions in the Middle East. Asia Pacific Media Educator, 30(2), 180–199.Avnimelech, G., Zelekha, Y. & Sharabi, E. (2014). The effect of corruption on entrepreneurship in developed vs non-developed countries. International Journal of Entrepreneurial Behaviour & Research, 20(3), 237–262.Azad, M. A., Alazab, M., Riaz, F., Arshad, J., & Abullah, T. (2020). Socioscope: I know who you are, a robo, human caller or service number. Future Generations Computer Systems: FGCS, 105, 297–307.Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics 33(2) 388–400. https://doi.org/10.1016/j.tele.2015.09.004Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422–448.Bao, T., & Chang, T. L. S. (2014). Finding disseminators via electronic word of mouth message for effective marketing communications. Decision Support Systems, 67, 21–29.Baruah, B. (2015). Creating opportunities for women in the renewable energy sector: Findings from India. Feminist Economics, 21(2), 53–76.Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31–40. https://doi.org/10.1002/dir.1014Birley, S. (1985). The role of networks in the entrepreneurial process. Journal of Business, Venturing 1(1), 107–117. https://doi.org/10.1016/0883-9026(85)90010-2Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2–20. https://doi.org/10.1002/dir.20082Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. The Journal of Consumer Research, 14(3), 350.Brüderl, J., & Preisendörfer, P. (1998). Network Support and the Success of Newly Founded Businesses. Small Business Economics, 10(3), 213–225.Buechel, K., von Ehrlich, M., Puga, D., & Marsal, E. V. (2019). Calling from the Outside: The Role of Networks in Residential Mobility.Burt, R. S. (2019a). Network disadvantaged entrepreneurs: Density, hierarchy, and success in China and the West. Entrepreneurship Theory and Practice, 43(1), 19–50.Burt, R. S. (2019b). The networks and success of female entrepreneurs in China. Social Networks, 58, 37–49.Cardona Arenas, C. D., & Sierra Suárez , L. P. (2020). Impacto de la política monetaria en el equilibrio del mercado de trabajo: países de la Alianza del Pacífico. Revista Finanzas y Política Económica, 12(2), 491-521. https://doi.org/10.14718/revfinanzpolitecon.v12.n2.2020.3213Chang, J. H., & Wang, S. H. (2019). Different levels of destination expectation: The effects of online advertising and electronic word-of-mouth. Telematics and Informatics, 36, 27–38.Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225.Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008Chevalier, J., & Mayzlin, D. (2003). The Effect of Word of Mouth on Sales: Online Book Reviews. https://doi.org/10.3386/w10148Chu, S. C. (2009). Determinants of Consumer Engagement in Electronic Word-of-mouth in Social Networking Sites.Coleman, J. (1988). Social capital in the creation of human capital. The American Journal of Sociology, 94, 95–120.Colicev, A., Malshe, A., Pauwels, K., & O’Connor, P. (2018). Improving consumer mindset metrics and shareholder value through social media: The different roles of owned and earned media. Journal of Marketing, 82(1), 37–56.Confecámaras. (2019). Dinámica de creación de empresas en Colombia 2019. En Confecámaras, Red de Cámaras de Comercio. Enero-septiembre de 2019. http://www.confecamaras.org.co/phocadownload/2019/Cuadernos_Analisis_Economicos/Dinámica de Creación de Empresas I Trim 2019.pdfConfecámaras. (2020). Dinámica de creación de empresas en Colombia: enero-junio de 2020. http://www.confecamaras.org.co/noticias/509-en-2016-aumento-15-8-la-creacion-de-empresas-en-colombiaCosta, F., & Servadei, F. (2021). Webinar During COVID-19 Pandemic: Necessity or Uncontrolled Phenomena? World Neurosurgery, 154, 186.Danniswara, R., Sandhyaduhita, P., & Munajat, Q. (2017). The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram. Information Resources Management Journal, 30(2), 23–43.de Haan, E., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, 33(3), 491–507.Delafrooz, N., Rahmati, Y., & Abdi, M. (2019). The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework. Cogent Business & Management, 6(1), 1606973. https://doi.org/10.1080/23311975.2019.1606973Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407–1424.Dodd, S. D., & Patra, E. (2002). National differences in entrepreneurial networking. Entrepreneurship & Regional Development, 14(2), 117–134. https://doi.org/10.1080/08985620110111304Doosti, S., Jalilvand, M. R., Asadi, A., Khazaei Pool, J., & Mehrani Adl, P. (2016). Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image. International Journal of Tourism Cities, 2(2), 137–148.Doyle, C., Herga, Z., Dipple, S., Szymanski, B. K., Korniss, G., & Mladenić, D. (2019). Predicting complex user behavior from CDR based social networks. Information Sciences, 500, 217–228.Duan, W., Gu, B., & Whinston, A. B. (2008). Do online reviews matter? — An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016. https://doi.org/10.1016/j.dss.2008.04.001Elfring, T., & Hulsink, W. (2007). Networking by entrepreneurs: Patterns of tie—formation in emerging organizations. Organization Studies, 28(12), 1849–1872.Engel, Y., Kaandorp, M., & Elfring, T. (2017). Toward a dynamic process model of entrepreneurial networking under uncertainty. Journal of Business Venturing, 32(1), 35–51. https://doi.org/10.1016/j.jbusvent.2016.10.001Fietkiewicz, K. J., Hoffmann, C., & Lins, E. (2018). Find the perfect match: the interplay among Facebook, YouTube and LinkedIn on crowdfunding success. International Journal of Entrepreneurship & Small Business, 33(4), 472.Frempong, J., Chai, J., Ampaw, E. M., Amofah, D. O., & Ansong, K. W. (2020). The relationship among customer operant resources, online value co-creation and electronic-word-of-mouth in solid waste management marketing. Journal of Cleaner Production, 248(119228), 119228.Galkina, T., & Atkova, I. (2020). Effectual Networks as Complex Adaptive Systems: Exploring Dynamic and Structural Factors of Emergence. Entrepreneurship Theory and Practice, 44(5), 964–995. https://doi.org/10.1177/1042258719879670Gegenfurtner, A., Zitt, A., & Ebner, C. (2019). Evaluating webinar-based training: a mixed methods study of trainee reactions toward digital web conferencing. International Journal of Training and Development, 24(1), 5–21.Gharib, R. K., Garcia-Perez, A., Dibb, S., & Iskoujina, Z. (2019). Trust and reciprocity effect on electronic word-of-mouth in online review communities. Journal of Enterprise Information Management, 33(1), 120–138.Giraldo, S. R., & Zuluaga, G. A. O. (2012). Potencial de ingresos pasivos para los distribuidores en empresas de mercadeo multinivel con un plan de compensación binario. Respuestas, 17(2), 13-20.Gloor, P. A., Woerner, S., Schoder, D., Fischbach, K., & Colladon, A. F. (2018). Size does not matter - in the virtual world. Comparing online social networking behaviour with business success of entrepreneurs. International Journal of Entrepreneurial Venturing, 10(4), 435.Godes, D., & Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23(4), 545–560. https://doi.org/10.1287/mksc.1040.0071González-Soriano, F. J., Feldman, P. S. M., & Rodríguez-Camacho, J. A. (2020). Effect of social identity on the generation of electronic word-of-mouth (eWOM) on Facebook. Cogent Business & Management, 7(1), 1738201. https://doi.org/10.1080/23311975.2020.1738201Granovetter, M. (1973). The Strength of Weak Ties. The American Journal of Sociology, 78(6), 1360–1380.Granovetter, M. (1985). Economic action and social structure: The problem of embeddedness. The American Journal of Sociology, 91(3), 481–510.Granovetter, M. S. (1977). The Strength of Weak Ties. En: Social Networks (pp. 347–367). https://doi.org/10.1016/b978-0-12-442450-0.50025-0Greve, A., & Salaff, J. W. (2003). Social Networks and Entrepreneurship. Entrepreneurship Theory and Practice, 28(1), 1–22.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(4), 449–456. https://doi.org/10.1016/j.jbusres.2005.10.004Hartemo, M. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212–230.Henao, F., & Dyner, I. (2020). Renewables in the optimal expansion of colombian power considering the Hidroituango crisis. Renewable Energy, 158, 612–627.Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, 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.Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454. https://doi.org/10.1086/208570Hills, G. E., Hultman, C. M., & Miles, M. P. (2008). The Evolution and Development of Entrepreneurial Marketing. Journal of Small Business Management, 46(1), 99–112. https://doi.org/10.1111/j.1540-627x.2007.00234.xHite, J. M., & Hesterly, W. S. (2001). The evolution of firm networks: from emergence to early growth of the firm. Strategic Management Journal, 22(3), 275–286. https://doi.org/10.1002/smj.156Hoang, H., & Yi, A. (2015). Network-based Research in Entrepreneurship: A Decade in Review.Honig, B., & Davidsson, P. (2000). THE ROLE OF SOCIAL AND HUMAN CAPITAL AMONG NASCENT ENTREPRENEURS. Academy of Management Proceedings, 2000(1), B1–B6. https://doi.org/10.5465/apbpp.2000.5438611Hurtado de Barrera, J. (2008). Cómo formular objetivos de investigacion. Quirón Editores.Hurtado-Marín, V. A., Agudelo-Giraldo, J. D., Robledo, S., & Restrepo-Parra, E. (2021). Analysis of dynamic networks based on the Ising model for the case of study of co-authorship of scientific articles. Scientific Reports, 11(1), 1-10.Jack, S., Dodd, S. D., & Anderson, A. R. (2008). Change and the development of entrepreneurial networks over time: a processual perspective. Entrepreneurship and Regional Development, 20(2), 125–159.Jack, S. L. (2010). Approaches to studying networks: Implications and outcomes. Journal of Business Venturing, 25(1), 120–137. https://doi.org/10.1016/j.jbusvent.2008.10.010Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology , 60(11), 2169–2188.Jiang, X., Liu, H., Fey, C., & Jiang, F. (2018). Entrepreneurial orientation, network resource acquisition, and firm performance: A network approach. Journal of Business Research, 87, 46–57.José-Cabezudo, R. S., & Camarero-Izquierdo, C. (2012). Determinants of opening-forwarding E-mail messages. Journal of Advertising, 41(2), 97–112.Khan, N., Akram, M. U., Shah, A., Alghamdi, N. S., & Khan, S. A. (2021). Capturing the real customer experience based on the parameters in the call detail records. Multimedia Tools and Applications, 80(18), 28439–28461.Khan, N. A., Zhou, W., Khan, M. A., Almogren, A., & Ud Din, I. (2021). Correlation between triadic closure and homophily formed over location-based social networks. Scientific Programming, 2021, 1–10.Konstantopoulou, A., Rizomyliotis, I., Konstantoulaki, K., & Badahdah, R. (2019). Improving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOM. International Journal of Organizational Analysis, 27(2), 308–321. https://doi.org/10.1108/ijoa-04-2018-1406Pelaez, H. (2019). El país no desarrolla su potencial en energía como la solar y eólica. La República. https://www.larepublica.co/empresas/el-pais-no-desarrolla-su-potencial-en-energia-como-la-solar-y-eolica-2889467Lai, H., Cheng, H., & Fong, H. (2014). Social Network Advertising: An Investigation of Its Impact on Consumer Behaviour. Communications in Computer and Information Science (pp. 1–13). https://doi.org/10.1007/978-3-662-45071-0_1Lee, M., & Youn, S. (Sin fecha). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473.Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473–499.Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232–249.Liu, Y. (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue. Journal of Marketing, 70(3), 74–89. https://doi.org/10.1509/jmkg.70.3.074Li, X., Ren, X., & Zheng, X. (2015). Management of competition among sellers and its performance implications for business-to-business electronic platforms. Nankai Business Review International, 6(2), 199–222.Loureiro, S. M. C., & Sarmento, E. M. (2019). Exploring the determinants of Instagram as a social network for online consumer-brand relationship. Journal of Promotion Management, 25(3), 1–13.Luo, X., & Zhang, J. (2013). How do consumer buzz and traffic in social media marketing predict the value of the firm? Journal of Management Information Systems : JMIS, 30(2), 213–238.Ministerio de Minas y Energía. (26 de febrero de 2018). Resolución N.º 030. http://apolo.creg.gov.co/Publicac.nsf/1c09d18d2d5ffb5b05256eee00709c02/83b41035c2c4474f05258243005a1191Morales-Alonso, G., Vila, G. A., Lemus-Aguilar, I., & Hidalgo, A. (2019). Data retrieval from online social media networks for defining business angels’ profile. Journal of Enterprising Communities People and Places in the Global Economy, 14(1), 57–75.Mouchili, M. N., Atwood, J. W., & Aljawarneh, S. (2019). Call data record based big data analytics for smart cities. Proceedings of the Second International Conference on Data Science, E-Learning and Information Systems - DATA ’19. the Second International Conference, Dubai, United Arab Emirates. https://doi.org/10.1145/3368691.3368713Nahapiet, J., & Ghoshal, S. (1998). Social Capital, Intellectual Capital, and the Organizational Advantage. Academy of Management Review, 23(2), 242–266). https://doi.org/10.5465/amr.1998.533225Nam, K., Baker, J., Ahmad, N., & Goo, J. (2020). Dissatisfaction, Disconfirmation, and Distrust: an Empirical Examination of Value Co-Destruction through Negative Electronic Word-of-Mouth (eWOM). Information Systems Frontiers, 22(1), 113–130. https://doi.org/10.1007/s10796-018-9849-4Niemand, T., Kraus, S., Mather, S., & Cuenca-Ballester, A. C. (2020). Multilevel marketing: optimizing marketing effectiveness for high-involvement goods in the automotive industry. International Entrepreneurship and Management Journal, 16(4), 1367–1392.Omar, S. S., Higgs, M., Shiau Wei, C., & Ali, M. (2020). Network ties’ governance in entrepreneurial networking of SMEs: Cases of the owner-managers in the southern region of Malaysia. Asian Academy of Management Journal, 25(1). https://doi.org/10.21315/aamj2020.25.1.5Organización de las Naciones Unidas - México. (2020). El auge de las energías renovables: iluminando un futuro sostenible. https://www.onu.org.mx/el-auge-de-las-energias-renovables-iluminando-un-futuro-sostenible/Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research (Vol. 62, Issue 1, pp. 61–67). https://doi.org/10.1016/j.jbusres.2007.11.017Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148.Park, J. E., Pulcrano, J., & Leleux, B. (2020). Impact of venture competitions on entrepreneurial network development. Cogent Business & Management, 7(1), 1826090.Pauwels, K., Demirci, C., Yildirim, G., & Srinivasan, S. (2016). The impact of brand familiarity on online and offline media synergy. International Journal of Research in Marketing, 33(4), 739–753.Păvăloaia, V. D., Anastasiei, I. D., & Fotache, D. (2020). Social media and E-mail marketing campaigns: Symmetry versus convergence. Symmetry, 12(12), 1940.Ponzoa, J. M., & Erdmann, A. (2021). E-commerce customer attraction: Digital marketing techniques, evolution and dynamics across firms. Journal of Promotion Management, 1–19.Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology & People, 32(2), 387–404.Racherla, P., & Friske, W. (2012). Perceived “usefulness” of online consumer reviews: An exploratory investigation across three services categories. Electronic Commerce Research and Applications, 11(6), 548–559.Robledo, S. (2018). Networking as a Word of Mouth Marketing Strategy in Entrepreneurial Contexts [Doctor en Ingeniería – Industria y Organizaciones]. Universidad Nacional de Colombia-Sede Manizales.Robledo, S., Grisales Aguirre, A.M., Hughes, M., and Eggers, F. (2021), “Hasta la Vista, Baby – Will Machine Learning Terminate Human Literature Reviews? An Entrepreneurship Application”, Journal of Small Business Management.Robledo, S., Osorio, G., & Lopez, C. (2014). Networking en pequeña empresa: una revisión bibliográfica utilizando la teoria de grafos. Revista , 11(2), 6–16.Ruohonen, J., & Hyrynsalmi, S. (2017). Evaluating the use of internet search volumes for time series modeling of sales in the video game industry. Electronic Markets, 27(4), 351–370.Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236–258.Sarasvathy, S. D. (2009). Effectuation: Elements of Entrepreneurial Expertise. Edward Elgar Publishing.Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76–94). https://doi.org/10.1002/dir.20090Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media. Sustainability, 12(4), 1691. https://doi.org/10.3390/su12041691Shafigullina, A. V., & Palyakin, R. B. (2016). Social media marketing as an effective instrument of the promotion of social business-project in social entrepreneurial activity. Academy of Marketing Studies Journal, 20(1).Shane, S., & Cable, D. (2002). Network ties, reputation, and the financing of new ventures. Management Science, 48(3), 364–381.Siddhanta, S., & Banerjee, N. (2014). The impact of promotional mix on profit in the B2B sector. Marketing Intelligence & Planning, 32(5), 600–615.Siddique, N., Shafi Ullah, F., Mahmood, K., & Ajmal Khan, M. (2021). Professional networking with emailing groups: A case of Pakistan Library Automation Group. Journal of Librarianship and Information Science, 53(3), 499–509.Sigfusson, T., & Chetty, S. (2013). Building international entrepreneurial virtual networks in cyberspace. Journal of World Business, 48(2), 260–270.Sorenson, O. (2018). Social networks and the geography of entrepreneurship. Small Business Economics, 51(3), 527–537. https://doi.org/10.1007/s11187-018-0076-7Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science, 44(4), 440–453.Starr, J., & Larson, A. (1993). A Network Model of Organization Formation. Entrepreneurship Theory and Practice, 17(2), 5–15.Steier, L., & Greenwood, R. (2000). Entrepreneurship and the Evolution of Angel Financial Networks. Organization Studies, 21(1) 163–192. https://doi.org/10.1177/0170840600211002Tabourier, L., Libert, A. S., & Lambiotte, R. (2016). Predicting links in ego-networks using temporal information. EPJ Data Science, 5(1). https://doi.org/10.1140/epjds/s13688-015-0062-0Tien, D. H., Amaya Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249.Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73(5), 90–102. https://doi.org/10.1509/jmkg.73.5.90Urban, B. (2018). Effectuation and opportunity recognition in the renewable energy sector in South Africa: A focus on environmental dynamism and hostility. Journal of Developmental Entrepreneurship: JDE, 23(02), 1850010.Uzzi, B. (1996). The Sources and Consequences of Embeddedness for the Economic Performance of Organizations: The Network Effect. American Sociological Review, 61 (4), 674. https://doi.org/10.2307/2096399Valencia-Hernández, D., Robledo, S., Pinilla, R., Duque-Méndez, N. D., & Olivar-Tost, G. (2020). SAP Algorithm for Citation Analysis: An improvement to Tree of Science. Ingeniería E Investigación, 40(1), 45–49.Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085–1108.Villanueva, J., Yoo, S., & Hanssens, D. M. (2008). The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth. JMR, Journal of Marketing Research, 45(1), 48–59.Villarreal Larrinaga, O. (2017). Is it desirable, necessary and possible to perform research using case studies? Cuadernos de Gestión, 17(1), 147–172.Wang, C. (renee), & Kubickova, M. (2017). The impact of engaged users on eWOM of hotel Facebook page. Journal of Hospitality and Tourism Technology, 8(2), 190–204.Wien, A. H. (2019). Self-presentation via electronic word of mouth – a reflective or impulsive activity? Journal of Research in Interactive Marketing, 13(3), 331–350.Wiesel, T., Pauwels, K., & Arts, J. (2011). Practice prize paper—marketing’s profit impact: Quantifying online and off-line funnel progression. Marketing Science, 30(4), 604–611.Wooldridge, J. M. (2018). Introductury Econometrics: A modern approach (5a. ed.). South-Western: Cengage Learning.Wu, J., & Si, S. (2018). Poverty reduction through entrepreneurship: incentives, social networks, and sustainability. Asian Business & Management, 17(4), 243–259.Youn, S., & Lee, M. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473.Yuan, B., & Peluso, A. (2019). The influence of internet entrepreneur-related Word-of-mouth (WOM) on corporate image association. Sustainability: Science Practice and Policy, 11(6), 1737.Yuan, B., & Peluso, A. M. (2020). The impact of electronic entrepreneur-related word of mouth on brand evaluation. Journal of Brand Management, 27(5), 579–592.Yu, M., Si, W., Song, G., Li, Z., & Yen, J. (2014). Who were you talking to - Mining interpersonal relationships from cellphone network data. En 2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2014). https://doi.org/10.1109/asonam.2014.6921630Zhang, X. (alan), Kumar, V., & Cosguner, K. (2017). Dynamically managing a profitable email marketing program. JMR, Journal of Marketing Research, 54(6), 851–866.Zhu, F., & Zhang, X. (2010). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics. Journal of Marketing, 74 (2), 133–148. https://doi.org/10.1509/jmkg.74.2.133EnerGiga SASAdministradoresBibliotecariosEstudiantesGrupos comunitariosInvestigadoresMaestrosMedios de comunicaciónPúblico generalORIGINAL1016042592.2021.pdf1016042592.2021.pdfTesis de Maestría en Administraciónapplication/pdf1629894https://repositorio.unal.edu.co/bitstream/unal/81262/3/1016042592.2021.pdfbdbdfd790c0f52deb70f0e4922ff84abMD53LICENSElicense.txtlicense.txttext/plain; charset=utf-84074https://repositorio.unal.edu.co/bitstream/unal/81262/4/license.txt8153f7789df02f0a4c9e079953658ab2MD54THUMBNAIL1016042592.2021.pdf.jpg1016042592.2021.pdf.jpgGenerated Thumbnailimage/jpeg5248https://repositorio.unal.edu.co/bitstream/unal/81262/5/1016042592.2021.pdf.jpg1b35e292323aeb6e758ca051ab5e2508MD55unal/81262oai:repositorio.unal.edu.co:unal/812622023-08-02 23:03:50.533Repositorio Institucional Universidad Nacional de Colombiarepositorio_nal@unal.edu.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

Influencia de networking como estrategia para activar eWOM en emprendimientos de sistemas de energía solar de pequeña escala

Publicaciones similares