Efectos de las consultas boca a boca en redes sociales en la compra de cosméticos en Ecuador
DOI:
https://doi.org/10.18046/j.estger.2022.164.5241Palabras clave:
eWOM en redes sociales, influencia social, credibilidad percibida del eWOM, adopción del eWOM, intención de compraResumen
Las redes sociales han reestructurado el paradigma de la comunicación en el marketing. Investigaciones recientes demuestran que la conducta de consultar reseñas está adquiriendo un rol fundamental en la decisión de compra de los consumidores. En este contexto, el presente estudio desarrolló un marco de investigación para determinar la cadena de relación entre influencia social, credibilidad percibida del boca a boca, adopción del boca a boca e intención de compra aplicada a la industria cosmética del Ecuador. A través de una muestra de 406 consumidores y la aplicación del método de análisis de ecuaciones estructurales, los resultados evidencian el vínculo existente entre las variables planteadas. Se presentan importantes implicaciones para la gestión de la comunicación del sector analizado.
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