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Estrategia publicitaria del minorista en las redes sociales. Factores que motivan las compras en la web 2.0

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  • Ines Küster Boluda
  • Natalia Vila López
  • Asunción Hernández Fernández
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    Abstract

    El uso de las redes sociales, como estrategia publicitaria del minorista, favorece la comunicación interactiva de la marca y sus productos y motiva las compras, en la web 2.0, produciéndose una revolución en el paradigma estimulo-respuesta del siglo XXI. El trabajo analiza la potencialidad de la interactividad como estrategia de marca en las redes sociales e identifica los factores clave que propician el estimulo (aceptación) y la respuesta (adopción). Asimismo, se evalúa la relevancia transaccional de cada factor estableciendo prioridades en las estrategias del minorista en red. Se realiza un enfoque cualitativo (resumen etnográfico de 6 dinámicas de grupo), y un enfoque más cuantitativo mediante un procedimiento de codificación sistemática de los principales ítems extraídos.

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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_ghkzuimdgv_DOCFRADIS_1201.pdf
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    Bibliographic Info

    Paper provided by Catedra Fundación Ramón Areces de Distribución Comercial in its series DOCFRADIS Working Papers with number 1201.

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    Length: 28
    Date of creation: Mar 2012
    Date of revision:
    Publication status: published
    Handle: RePEc:ovr:docfra:1201

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    Keywords: Estrategia publicitaria; minoristas; redes sociales; factores de éxito; compra;

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