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eWOM en los tiempos de la COVID-19: un análisis empírico de marcas colombianas en Facebook

Author

Listed:
  • Carlos Fernando Osorio-Andrade
  • Edwin Arango-Espinal
  • Carlos Alberto Arango-Pastrana

Abstract

Se analizaron los efectos de las distintas estrategias de mensaje relacionadas con la COVID-19 en la generación de eWOM; es decir, si las publicaciones referentes a la pandemia reciben mayor participación por parte de usuarios de redes sociales en Colombia. Se revisaron 562 publicaciones de empresas en Facebook, de las cuales 382 fueron sometidas al modelo de regresión binomial negativa. Se encontró que ninguna estrategia de mensaje relacionada con la COVID-19 afecta la tasa de comentarios y se identificó la influencia de diferentes tipos de contenido sobre reacciones y contenido compartido. Se concluye que las redes sociales son escenarios de esparcimiento y entretención; por ello, el contenido informativo no genera impactos sobre el volumen de comentarios, reacciones o contenido compartido.

Suggested Citation

  • Carlos Fernando Osorio-Andrade & Edwin Arango-Espinal & Carlos Alberto Arango-Pastrana, 2021. "eWOM en los tiempos de la COVID-19: un análisis empírico de marcas colombianas en Facebook," Estudios Gerenciales, Universidad Icesi, vol. 37(158), pages 28-36, March.
    • Handle: RePEc:col:000129:019209
    DOI: 10.18046/j.estger.2021.158.4267
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    More about this item

    Keywords

    eWOM; COVID-19; Facebook; mercadeo; redes sociales.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • 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
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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