Influencers vs the power of the crowd: A research about social influence on digital era

Sandra Maribel Tobón Perilla; Jesús García de Madariaga Miranda

Influencers vs the power of the crowd: A research about social influence on digital era

Tobon, Sandra ^[2] ; García-Madariaga, Jesús ^[1]
1. [1] Universidad Complutense de Madrid
  
  Universidad Complutense de Madrid
  
  Madrid, España
2. [2] Professor, Faculty of Economics and Business, San Pablo CEU University, Madrid, Spain.
Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 37, Nº. 161, 2021, págs. 601-609
Idioma: inglés
DOI: 10.18046/j.estger.2021.161.4498
Títulos paralelos:
- Influenciador versus o poder da multidão: uma investigação sobre a influência social na era digital
- Influencer versus el poder de la multitud: una investigación sobre la influencia social en la era digital
Enlaces
- Texto completo (pdf)
Resumen
- español
  Las recomendaciones de líderes de opinión (OL' eWOM) y las reseñas de consumidores en línea (OCR) son las dos formas más importantes de conocer nuevas marcas en Internet. Esta investigación analizó qué fuente proporciona información más creíble: OL' eWOM u OCR. Una muestra de 146 estudiantes universitarios se dividió aleatoriamente en tres grupos (OL, OCR, Grupo de control) en un experimento en línea. Los datos fueron analizados con un Análisis no Paramétrico de Varianza con prueba Omnibus Kruskal- Wallis entre grupos. Los resultados evidenciaron que los OCR son una fuente de información más útil que OL' eWOM, y cuando se incluyó la experiencia de compra del consumidor, esta influencia es aún más fuerte. Los consumidores con menos experiencia de compra online pueden verse influenciados por las OL' eWOM.
- English
  Opinion leader recommendations (OL’ eWOM) and Online Consumer Reviews (OCR) are the two most important ways to know about new brands on the Internet. This research analyzed which source provides more credible information: OL' eWOM or OCR. A sample of 146 university students was randomly divided into three groups (OL, OCR, Control Group) in an online experiment field. A Nonparametric Analysis of Variance (N par Test) with the Omnibus Kruskal-Wallis Test was conducted between groups with OL' eWOM, OCR, and CG. The results evidenced that OCRs are a more useful source of information than OL’ eWOM and when the consumer shopping experience was included, this influence is even stronger. As more online shopping experience a consumer has, the less they are influenced by OLs.
- português
  As recomendações de líderes de opinião (OL' eWOM) e as Online Consumer Reviews (OCR) são as duas formas mais importantes para conhecer as novas marcas na Internet. Esta pesquisa analisou qual fonte fornece informações mais confiáveis: OL' eWOM ou OCR. Uma amostra de 146 estudantes universitários foi dividida aleatoriamente em três grupos (OL, OCR, Grupo de controle) em um experimento on-line. Os dados foram analisados com uma Análise de variância não paramétrica com o teste Omnibus Kruskal- Wallis entre grupos. Os resultados demonstraram que os OCR são uma fonte de informação mais útil do que OL' eWOM, e quando a experiência de compra do consumidor foi incluída, esta influência é ainda mais forte. Os consumidores com menos experiência em compras on-line podem ser influenciados pelas OL' eWOM.
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