Relación entre los beneficios y la obtención de engagement de los usuarios en la comunicación de las redes sociales del sector hotelero

Contenido principal del artículo

Miguel Ángel Sánchez Jiménez
María Teresa Fernández Allés
Juan José Mier-Terán Franco

Resumen

Con el creciente poder de los consumidores online y la mayor penetración de internet en todo el mundo, las comunidades online de marcas han formado una importante plataforma de comunicación entre las empresas y los consumidores. Estos medios sociales han ofrecido al consumidor la oportunidad de compartir opiniones, recomendaciones y experiencias a través de comentarios, imágenes o videos con otros usuarios, que pueden ser leídos y comentados entre ellos. De esta manera, en esta investigación se pretende analizar si los beneficios percibidos están relacionados con la obtención de compromiso o engagement por parte de los usuarios en las redes sociales de los hoteles. Para ello se ha realizado un análisis cuantitativo mediante un cuestionario dirigido a los seguidores de las redes sociales de hoteles o cadena de hoteles. Así, se han propuesto 4 hipótesis para analizar si los 4 beneficios identificados (beneficio funcional, socio-psicológico, hedónico y monetario) están directamente relacionados con las 4 variables identificadas del engagement (participación del usuario, confianza, compromiso afectivo y lealtad) pudiendo contrastar así si los beneficios percibidos por los usuarios en dichas redes sociales provocado un aumento en las 4 variables del engagement. Los resultados especifican una vinculación positiva de los beneficios sociopsicológicos y hedónicos percibidos por el usuario con un mayor engagement, sin embargo, hay más discrepancia en los beneficios funcionales y, sobre todo, destacar la escasa trascendencia del beneficio monetario para conseguir un mayor compromiso con los usuarios.

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Sánchez Jiménez, Miguel Ángel, María Teresa Fernández Allés, y Juan José Mier-Terán Franco. 2019. «Relación Entre Los Beneficios Y La obtención De Engagement De Los Usuarios En La comunicación De Las Redes Sociales Del Sector Hotelero». Revista De Comunicación De La SEECI, n.º 48 (marzo):125-48. https://doi.org/10.15198/seeci.2019.48.125-148.
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Biografía del autor/a

Miguel Ángel Sánchez Jiménez, Universidad de Cádiz

Personal docente e Investigador en la Universidad de Cádiz en el departamento de Marketing y Comunicación. Doctor en Marketing y Comunicación con la mención al “Doctorado Europeo” y miembro del Instituto de Investigación para el Desarrollo Social Sostenible (INDESS). Actividad investigadora orientada a las nuevas tecnologías digitales en el marketing y la comunicación, social media, marketing móvil, turismo, etc. Autor de artículos publicados en revistas indexadas y participación en congresos de investigación.

Orcid ID: https://orcid.org/0000-0002-4271-3522

María Teresa Fernández Allés, Universidad de Cádiz

Personal docente e Investigador en la Universidad de Cádiz en el departamento de Marketing y Comunicación. Doctora en Economía. Profesora Titular de Universidad. Investigadora en el ámbito del marketing y el turismo, con especialidad en turismo accesible, marketing turístico, sostenibilidad turística, etc. Docente en el Grado en Administración y Dirección de Empresas y en los Másteres en Dirección de Empresas, Dirección de Empresas Turísticas y Marketing Digital y Social.

Orcid ID: https://orcid.org/0000-0002-3999-8790

Juan José Mier-Terán Franco, Universidad de Cádiz

Personal docente e Investigador en la Universidad de Cádiz en el departamento de Marketing y Comunicación. Profesor Doctor Titular de Universidad, investigador en el ámbito del marketing social y digital, director del Departamento de Marketing y Comunicación de la Universidad de Cádiz, coordinador del Máster de Dirección de Marketing Digital y Social y vicepresidente de la Asociación Internacional de Marketing Público y No Lucrativo.

Orcid ID: https://orcid.org/0000-0002-6866-1361

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