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La conciencia de marca en redes sociales: impacto en la comunicación boca a boca

Author

Listed:
  • Cristian-Alejandro Rubalcava de León
  • Yesenia Sánchez-Tovar
  • Mónica-Lorena Sánchez-Limón

Abstract

El objetivo del presente artículo fue identificar los determinantes de la conciencia de marca y el impacto que esta tiene en la comunicación boca a boca. El estudio se realizó usando la técnica de ecuaciones estructurales y los datos fueron recolectados a partir de una encuesta que se aplicó a la muestra validada, conformada por 208 usuarios de redes sociales en México. Los resultados confirmaron un efecto positivo y significativo de la calidad de la información en la conciencia de marca y, a su vez, se demostró el efecto directo de la conciencia de marca en la comunicación boca a boca. Dichos resultados permitirán a las empresas identificar los elementos necesarios para la fidelización y el proceso de captación de nuevos clientes.

Suggested Citation

  • Cristian-Alejandro Rubalcava de León & Yesenia Sánchez-Tovar & Mónica-Lorena Sánchez-Limón, 2019. "La conciencia de marca en redes sociales: impacto en la comunicación boca a boca," Estudios Gerenciales, Universidad Icesi, vol. 35(152), pages 313-320, September.
    • Handle: RePEc:col:000129:017563
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    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/3108
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    More about this item

    Keywords

    redes sociales; conciencia de marca; comunicación boca a boca; calidad de la información; interactividad virtual;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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