Artículo

La comunicación de boca en boca electrónica en los medios sociales. Análisis de sus antecedentes / Electronic word of mouth communication in the social media. Analysis of its background

José Ramón Sarmiento Guede, José Rodríguez Terceño

Resumen


En los últimos años, la comunicación de boca en boca electrónica ha desarrollado un crecimiento exponencial debido a los medios sociales y a los avances producidos en el comercio electrónico. Un incremento que ha venido acompañado por una mayor percepción de los fenómenos asociados a ella, como la profusión de informaciones falsas, la falta de comprobación de las informaciones, imprecisión, manipulación y generación espontánea de movimientos digitales o incluso ciudadanos, todo lo cual se ha quedado globalmente incluido bajo el nombre genérico de “Post-verdad”.  Ante este contexto, el presente trabajo se ha marcado como objetivo principal identificar las dimensiones que tienen relación e influyen de una manera directa en el desarrollo de la comunicación de boca en boca electrónica. Para ello, se ha utilizado en la metodología la técnica de la entrevista en profundidad y la técnica de la encuesta online, dicha encuesta se aplicó a usuarios de los medios sociales en toda España. Para analizar los resultados, se recurrió al modelo de regresión lineal. Como conclusión, podemos afirmar que las dimensiones de la percepción de calidad, la percepción de valor y la satisfacción que los usuarios desarrollan en los medios sociales tiene una influencia directa en la comunicación de boca en boca electrónica.


Palabras clave


Comunicación de boca en boca electrónica; Percepción de calidad; Percepción de valor; Satisfacción; Medios sociales

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DOI: http://dx.doi.org/10.15198/seeci.2018.45.129-148

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