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El nuevo líder de opinión en la web 2.0

Author

Listed:
  • César Sahelices Pinto
  • Carmen Rodríguez Santos

Abstract

La llegada del world wide web ha supuesto la intensificación de la comunicación boca-oído. Los consumidores hacen que la información circule rompiendo los límites geográfico y temporal. El efecto de los medios de masas pasa a un segundo plano y la importancia de la web 2.0 irrumpe con fuerza. Los líderes de opinión son individuos de referencia en estas redes sociales. Ejercen influencia, difunden información y son fuente de nuevas ideas. Este artículo presenta una metodología de investigación que agrupa el estudio de las características del líder de opinión 2.0 con los avances propios del análisis de redes sociales. Además, se interpretan algunos resultados y se indican futuras líneas de investigación e implicaciones empresariales.

Suggested Citation

  • César Sahelices Pinto & Carmen Rodríguez Santos, 2012. "El nuevo líder de opinión en la web 2.0," DOCFRADIS Working Papers 1205, Catedra Fundación Ramón Areces de Distribución Comercial, revised Sep 2012.
  • Handle: RePEc:ovr:docfra:1205
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_r8xkj2ojc7_Docfradis2012_05.pdf
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    More about this item

    Keywords

    Boca-oído; web 2.0; líderes de opinión; redes sociales; centralidad;

    JEL classification:

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

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