Celestino Robles Estrada, Karla Cirenia Sandoval Pérez


Este estudio analiza en una primera sección, la importancia de las redes sociales y de los procesos de mercadotecnia viral que se suceden dentro de ellas (mensajes boca a boca por medios electrónicos, eWOM), en el contexto de la mercadotecnia digital. Se profundiza en el cuerpo de literatura existente sobre mercadotecnia viral en redes sociales que explica las motivaciones que tienen los usuarios de Facebook para transmitir mensajes de mercadotecnia viral en relación a seis potenciales motivaciones específicas y dos tipos diferentes de mensajes transmitidos. Se desarrolla un estudio empírico en los Internautas mexicanos para validar el modelo. Los resultados muestran que los mensajes eWOM cognitivos y afectivos están ligados a la motivación auto-mejora positiva y la motivación advertir a otros consumidores.

Palabras clave

Publicidad boca a boca, motivaciones, marketing viral, eWOM

Texto completo:



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