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

• Londoño Silva, Ana Marcela ^[1] ; Osorio Andrade, Carlos Fernando ^[2] ; Peláez Muñoz, Jenny Piedad ^[2]
  1. [1] Corporación Universitaria Minuto de Dios

     Corporación Universitaria Minuto de Dios

     Colombia

     
  2. [2] Universidad del Valle (Colombia)

     Universidad del Valle (Colombia)

     Colombia

     
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 36, Nº. 156, 2020, págs. 264-271
• Idioma: español
• DOI: 10.18046/j.estger.2020.156.3895
• Títulos paralelos:
  • Efeitos da linguagem publicitária e do destino turístico das páginas comerciais do Facebook na geração do boca a boca eletrônico
  • Effects of the advertising language and the tourist destination used in Facebook commercial pages on the generation of electronic word of mouth
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 4 Citas
• Resumen
  • español

    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.

  • English

    The purpose of this study was to analyze the influence of the advertising language and the tourist destination used in advertising in the generation of electronic word of mouth on Facebook. Through content analysis, 290 publications on Facebook commercial pages of tour operators were analyzed, and, to contrast the proposed effects, a Poisson regression model was applied. The results suggest that using beach tourism, rural and educational destinations in advertising, as well as cognitive advertising language, favors the appearance of electronic word of mouth. In this way, companies seeking to increase their participation metrics in social networks can use this type of content to increase the participation of their followers.

  • português

    O objetivo deste estudo foi analisar a influência da linguagem publicitária e do destino turístico utilizado na publicidade na geração do boca a boca eletrônico no Facebook. Por meio da análise de conteúdo, foram analisadas 290 publicações de operadoras de turismo nas páginas comerciais do Facebook e, para verificar os efeitos propostos, foi aplicado um modelo de regressão de Poisson. Os resultados sugerem que a utilização de destinos turísticos como a praia, sites rurais ou educacionais na publicidade, bem como a linguagem publicitária cognitiva, favorece o surgimento do boca a boca eletrônico. Dessa forma, empresas que buscam aumentar suas métricas de participação nas redes sociais podem utilizar esse tipo de conteúdo para aumentar a participação de seus seguidores.

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