Efectos del lenguaje publicitario y del destino turístico usados en páginas comerciales de Facebook sobre la generación de boca a boca electrónico

Ana Marcela Londoño Silva; Carlos Fernando Osorio Andrade; Jenny Piedad Peláez Muñoz

doi:10.18046/j.estger.2020.156.3895

Autores/as

Ana Marcela Londoño Silva Profesora, Programa de Administración de Empresas, Corporación Universitaria Minuto de Dios, Cali, Colombia. https://orcid.org/0000-0002-0552-3658
Carlos Fernando Osorio Andrade Profesor, Departamento de Administración y Organizaciones, Universidad del Valle, Cali, Colombia. https://orcid.org/0000-0002-5095-4991
Jenny Piedad Peláez Muñoz Profesora, Departamento de Administración y Organizaciones, Universidad del Valle, Cali, Colombia. https://orcid.org/0000-0003-1577-7317

DOI:

https://doi.org/10.18046/j.estger.2020.156.3895

Palabras clave:

boca a boca electrónico, destino turístico, lenguaje publicitario

Resumen

El objetivo del presente estudio fue analizar la influencia del lenguaje publicitario y del destino turístico usados en publicidad en la generación de boca a boca electrónico en Facebook. Mediante análisis de contenido, se analizaron 290 publicaciones de operadores turísticos en páginas comerciales de Facebook y, para comprobar los efectos propuestos, se aplicó un modelo de regresión de Poisson. Los resultados sugieren que usar en publicidad destinos turísticos como playa, sitios rurales o educativos, así como lenguaje publicitario cognitivo, favorece la aparición de boca a boca electrónico. De este modo, las empresas que buscan aumentar sus métricas de participación en redes sociales pueden usar este tipo de contenidos para aumentar la participación de sus seguidores.

Descargas

Los datos de descarga aún no están disponibles.

Referencias

Abitbol, A. y Lee, S. Y. (2017). Messages on CSR-dedicated Facebook pages: What works and what doesn’t. Public Relations Review, 43(4), 796-808. https://doi.org/10.1016/j.pubrev.2017.05.002

Ashley, C. y Tuten, T. (2010). Consumer Perceptions of Online Shopping Environments. Psychology & Marketing, 30(6), 461-469. https://doi.org/10.1002/mar

Asobancaria. (2019). E-Commerce, crecimiento y ecosistema digital en Colombia. Recuperado 27 de febrero de 2020 en: Recuperado 27 de febrero de 2020 en: https://www.asobancaria.com/wp-content/uploads/1213.pdf

Baka, V. (2016). The becoming of user-generated reviwes: Looking at the past to understand the future of managing reputation in the travel sector. Tourism Management, 53, 148-162. https://doi.org/10.1016/j.tourman.2015.09.004

Bilgihan, A., Barreda, A., Okumus, F. y Nusair, K. (2016). Consumer perception of knowledge-sharing in travel-related Online Social Networks. Tourism Management, 52, 287-296. https://doi.org/10.1016/j.tourman.2015.07.002

Buhalis, D. (2000). Marketing the Competitive Destination of the Future. Tourism Management, 21, 97-116. https://doi.org/10.1016/S0261-5177(99)00095-3

Byun, J. y Jang, S. S. (2015). Effective destination advertising: Matching effect between advertising language and destination type. Tourism Managemente, 50, 31-40. https://doi.org/10.1016/j.tourman.2015.01.005

Cameron, A. C. y Trivedi, P. K. (2013). Regression analysis of count data (vol. 53). Nueva York: Cambridge University Press.

Cheung, C. M. y Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470. https://doi.org/10.1016/j.dss.2012.06.008

Chung, J. Y. y Kim, Y. G. (2015). A netnographic study of eWOM motivations to articulate dining experiences. Journal of Internet Commerce, 14(4), 455- 475. https://doi.org/10.1080/15332861.2015.1096147

Coxe, S., West, S. G. y Aiken, L. S. (2009). The analysis of count data: A gentle introduction to Poisson regression and its alternatives. Journal of personality assessment, 91(2), 121-136. https://doi.org/10.1080/00223890802634175

De Vries, L., Gensler, S. y Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003

Drolet, A., Williams, P. y Lau-Gesk, L. (2007). Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products. Marketing Letters, 18(4), 211-221. https://doi.org/10.1007/s11002-007-9016-z

Hair, J., Black, W., Babin, B. y Anderson, R. (2009). Multivariate data analysis. London: Prentice Hall.

Hootsuite Inc. (2019). Informe del estado mundial del ámbito digital en 2019. Recuperado el 27 de febrero de 2019 de: https://hootsuite.com/es/pages/digital-in-2019

Ivanov, B., Dillingham, L. L., Parker, K. A., Rains, S. A., Burchett, M. y Geegan, S. (2018). Sustainable attitudes: Protecting tourism with inoculation messages. Annals of Tourism Research, 73, 26-34. https://doi.org/10.1016/j.annals.2018.08.006

Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Thousand Oaks: Sage Publications.

Litvin, S. W., Goldsmith, R. E. y Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458- 468. https://doi.org/10.1016/j.tourman.2007.05.011

Liu, Z. y Sangwon, P. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, 47, 140-151. https://doi.org/10.1016/j.tourman.2014.09.020

Mkono, M. y Tribe, J. (2017). Beyond reviewing: Uncovering the multiple roles of tourism social media users. Journal of Travel Research, 56(3), 287-298. https://doi.org/10.1177/0047287516636236

Papadimitriou, D., Kaplanidou, K. y Apostolopoulou, A. (2018). Destination image components and word-of-mouth intentions in urban tourism: A multigroup Approach. Journal of Hospitality and Tourism Research, 42(4), 503-527. https://doi.org/10.1177/1096348015584443

Salvi, F., Cantallops, A. S. y Cardona, J. R. (2013). Los impactos del eWOM en hoteles. Redmarka: Revista Académica de Marketing Aplicado, 2(10), 3-17. https://doi.org/10.17979/redma.2013.02.010.4765

Schultz, C. D. (2017). Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages? Electronic Commerce Research and Applications, 26, 23-34. https://doi.org/10.1016/j.elerap.2017.09.005

Snepenger, D., Murphy, L., Snepenger, M. y Anderson, W. (2004). Normative meanings of experiences for a spectrum of tourism places. Journal of Travel Research, 43(2), 108-117. https://doi.org/10.1177/0047287504268231

Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927-943. https://doi.org/10.1108/MIP-07-2014-0135

Tavakoli, R. y Wijesinghe, S. N. (2019). Current issue in tourism: The evolution of the web and netnography in tourism: A systematic review. Tourism Management Perspectives, 29, 48-55. https://doi.org/10.1016/j.tmp.2018.10.008

Tham, A., Croy, G. y Mair, J. (2013). Social media in destination choice: Distinctive electronic word-of-mouth dimensions. Journal of Travel & Tourism Marketing, 30(1), 144-155. https://doi.org/10.1080/10548408.2013.751272

Van der Zee, E. y Bertocchi, D. (2018). Finding patterns in urban tourist behaviour: A social network analysis approach based on TripAdvisor reviews. Information Technology & Tourism, 20, 153-180. https://doi.org/10.1007/s40558-018-0128-5

World Travel & Tourism Council. (2019). Benchmarking research trends 2019: How does travel y tourism compare to other sectors? Recuperado el 20 de febrero de 2019 de: https://wttc.org/Research/Economic-Impact

Xie, K., Zhang, Z., Singh, A. y Lee, S. (2016). Effects of managerial response on consumer eWOM and hotel performance. International Journal of Contemporary Hospitality Management, 28(9), 2013-2034. https://doi.org/10.1108/IJCHM-06-2015-0290

Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H. y Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62-73. https://doi.org/10.1016/j.elerap.2016.03.004

Yan, Q., Zhou, S. y Wu, S. (2018). The influences of tourist' emotions on the selection of electronic word of mouth platforms. Tourism Management, 66, 348-363. https://doi.org/10.1016/j.tourman.2017.12.015