La conciencia de marca en redes sociales: Impato en la comunicación boca a boca

• Cristian-Alejandro Rubalcava de León ^[1] ; Yesenia Sánchez-Tovar ^[1] ; Mónica-Lorena Sánchez-Limón ^[1]
  1. [1] Universidad Autónoma de Tamaulipas

     Universidad Autónoma de Tamaulipas

     México

     
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 35, Nº. 152 (Julio-Septiembre), 2019 (Ejemplar dedicado a: Marketing), págs. 313-320
• Idioma: español
• DOI: 10.18046/j.estger.2019.152.3108
• Títulos paralelos:
  • Reconhecimento de marca nas redes sociais: Impacto na comunicação boca a boca
  • Brand awareness in social networks: Impact on the word of mouth
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 3 Citas
• Resumen
  • español

    El objetivo del presente artículo fue identificar los determinantes de la conciencia de marca y el impacto que esta tiene en la comunicación boca a boca. El estudio se realizó usando la técnica de ecuaciones estructurales y los datos fueron recolectados a partir de una encuesta que se aplicó a la muestra validada, conformada por 208 usuarios de redes sociales en México. Los resultados confirmaron un efecto positivo y significativo de la calidad de la información en la conciencia de marca y, a su vez, se demostró el efecto directo de la conciencia de marca en la comunicación boca a boca. Dichos resultados permitirán a las empresas identificar los elementos necesarios para la fidelización y el proceso de captación de nuevos clientes

  • English

    The objective of this article is to identify the determinants of brand awareness and its impact on word-of-mouth communication. The study was carried out by using the structural equations technique that collects data from a survey applied to a validated sample of 208 social network users in Mexico. The results confirm a positive and significant effect of the quality of the information on brand awareness, and the direct effect of brand awareness on the word of mouth is demonstrated. These results will allow companies to identify the necessary elements for building loyalty and the process to attract new customers

  • português

    O objetivo deste artigo foi identificar os determinantes do reconhecimento da marca e o impacto que ela tem na comunicação boca a boca. O estudo foi realizado utilizando a técnica de equações estruturais e os dados foram coletados a partir de uma pesquisa aplicada à amostra validada, composta por 208 usuários de redes sociais no México. Os resultados confirmaram um efeito positivo e significativo da qualidade das informações na consciência de marca, por sua vez, foi demonstrado o efeito direto do reconhecimento da marca na comunicação boca a boca. Esses resultados permitirão às empresas identificar os elementos necessários para a lealdade e o processo de atração de novos clientes.

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