Los medios sociales a través de la experiencia web:: un análisis de su percepción desde un enfoque relacional

• Autores: José Ramón Sarmiento Guede
• Localización: Aposta: Revista de ciencias sociales, ISSN-e 1696-7348, Nº. 73, 2017, págs. 30-59
• Idioma: español
• Títulos paralelos:
  • Social media through the web experience:: an analysis of perception from a relational approach
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 4 Citas
• Resumen
  • español

    La última década se ha caracterizado por la aparición de los Medios Sociales y su influencia en el desarrollo de la actitud y el comportamiento de los consumidores. Ante este contexto, el propósito de esta investigación es conocer en profundidad los diferentes tipos de Medios Sociales que se pueden encontrar en la Web 2.0 y estudiar cómo se utilizan y se perciben a través de la experiencia web. Metodológicamente, hemos procedido por una revisión de la bibliografía y hemos aplicado técnicas cuantitativas con el fin de analizar dicha percepción con base en una serie de variables. En definitiva, hemos podido identificar doce tipos de medios sociales y constatar que forman parte de nuestra vida y están transformando nuestras actitudes y comportamientos respecto de un producto, un servicio o una marca.

  • English

    The last decade has been characterized by the appearance of Social Media and its influence on the development of attitude and behavior of consumers. In this context, the purpose of this research is to know in depth the different types of Social Media that can be found in Web 2.0 and to study how they are used and perceived through the Web experience. Methodologically, we have proceeded by a review of the literature and applied quantitative techniques in order to analyze such perception based on a series of variables. In short, we have been able to identify twelve types of social media and realize that they are part of our lives and are transforming our attitudes and behaviors regarding a product, service or brand.

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