eWOM en los tiempos de la COVID-19: un análisis empírico de marcas colombianas en Facebook

• Arango-Pastrana, Carlos Alberto ^[1] ; Osorio-Andrade, Carlos Fernando ^[1] ; Arango-Espinal, Edwin ^[1]
  1. [1] Universidad del Valle (Colombia)

     Universidad del Valle (Colombia)

     Colombia

     
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 37, Nº. Extra 158, 2021, págs. 28-36
• Idioma: español
• DOI: 10.18046/j.estger.2021.158.4267
• Títulos paralelos:
  • eWOM nos tempos de COVID-19: uma análise empírica das marcas colombianas no Facebook
  • eWOM in times of COVID-19: An empirical analysis of Colombian brands on Facebook
• Enlaces
  • Texto completo
• Resumen
  • español

    Se analizaron los efectos de las distintas estrategias de mensaje relacionadas con la COVID-19 en la generación de eWOM; es decir, si las publicaciones referentes a la pandemia reciben mayor participación por parte de usuarios de redes sociales en Colombia. Se revisaron 562 publicaciones de empresas en Facebook, de las cuales 382 fueron sometidas al modelo de regresión binomial negativa. Se encontró que ninguna estrategia de mensaje relacionada con la COVID-19 afecta la tasa de comentarios y se identificó la influencia de diferentes tipos de contenido sobre reacciones y contenido compartido. Se concluye que las redes sociales son es­cenarios de esparcimiento y entretención; por ello, el contenido informativo no genera impactos sobre el volumen de comentarios, reacciones o contenido compartido.

  • English

    The effects of the different message strategies related to COVID-19 on the generation of eWOM were analyzed; that is, if the publications referring to the pandemic receive greater participation by users of social networks in Colombia. 562 company posts on Facebook were reviewed, of which 382 were subjected to the negative binomial regression model. It was found that no message strategy related to COVID-19 affects the rate of comments. The influence of different types of content on reactions and shared content was also identified. It is concluded that social networks are recreation and entertainment scenarios; therefore, the informative content does not generate impacts on the volume of comments, reactions, or share content.

  • português

    Analisaram-se os efeitos das diferentes estratégias de mensagens relacionadas ao COVID-19 na geração de eWOM; ou seja, se as publicações referentes à pandemia recebem maior participação dos usuários das redes sociais na Colômbia. Foram revisados 562 posts da empresa no Facebook, dos quais 382 foram submetidos ao modelo de regressão binomial negativa. Nenhuma estratégia de mensagem relacionada ao COVID-19 foi encontrada para afetar a taxa de comentários e identificou-se a influência de diferentes tipos de conteúdo nas reações e no conteúdo compartilhado. Conclui-se que as redes sociais são cenários de recreação e entretenimento; portanto, o conteúdo informativo não gera impactos no volume de comentários, reações ou conteúdo compartilhado.

• Referencias bibliográficas
  • Abitbol, A. y Lee, S. (2017). Messages on CSR-dedicated Facebook pages: What works and what doesn’t. Public Relations Review, 43(4), 796-808....
  • Addo, P., Jiaming, F., Kulbo, N. y Liangqiang, L. (2020). COVID-19: Fear appeal favoring purchase behavior towards personal protective equipment....
  • Adorno, T. (2001). Epistemología y ciencias sociales. Madrid: Cátedra.
  • Akaike, H. (1974). A new look at the statistical model identification. IEEE Transactions on Automatic Control, 19(6), 716-723. https://doi.org/10.1109/TAC.1974.1100705
  • Andréu, J. (2011). Las técnicas de análisis de contenido: una revisión actualizada. Recuperado el 07 de marzo de 2020, de https://metodologiaecs.wordpress.com/2017/02/19/andreu-abela-jaime-2011-las-tecnicas-de-analisis-de-contenido-una-revision-actualizada/
  • Arnold, M. y Reynolds, K. (2012). Approach and Avoidance motivation: Investigating hedonic consumption in a retail Setting. Journal of Retailing,...
  • Ashley, C. y Tuten, T. (2010). Consumer perceptions of online shopping environments. Psychology & Marketing, 30(6), 461-469. https://doi.org/10.1002/mar
  • BBC (2020). Coronavirus: ¿qué es “aplanar la curva” y por qué es tan importante para “retrasar y contener” la propagación del covid-19? Recuperado...
  • Becerra, N. y Vela, F. (2011). Una comparación de los modelos poisson y binomial negativa con Stata: un ejercicio didáctico. En: 3.er Encuentro...
  • Burnap, P., Williams, M., Sloan, L., Rana, O., Housley, W., Edwards, E…, Voss, A. (2014). Tweeting the terror: Modelling the social media...
  • Cameron, A. y Trivedi, P. (2013). Regression analysis of count data (vol. 53). Cambridge: University Press.
  • Cantril, H. (1942). Public opinion in flux. The Annals of the American Academy of Political and Social Science, 220(1), 136-152. https://doi.org/10.1177%2F000271624222000115
  • Chung, J. y Kim, Y. (2015). A netnographic study of eWOM motivations to articulate dining experiences. Journal of Internet Commerc e, 14(4),...
  • De Vries, L., Gensler, S. y Leeflang, P. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media...
  • Díez, A., Del Ser, J., Galar, D. y Sierra, B. (2019). Data fusion and machine learning for industrial prognosis: Trends and perspectives towards...
  • Evans, V. (2017). The emoji code: How smiley faces, love hearts and thumbs up are changing the way we communicate. Londres: Michael O'Mara...
  • Goyal, K., Chauhan, P., Chhikara, K., Gupta, P. y Singh, M. (2020). Fear of COVID 2019: First suicidal case in India! Asian Journal of Psychiatry,...
  • Gupta, H., Singh, S. y Sinha, P. (2017). Multimedia tool as a predictor for social media advertising- a YouTube way. Multimedia Tools and...
  • Harrison-Walker, L. J. (2001). E-complaining: A content analysis of an Internet complaint form. Journal of Services Marketing, 15(5), 397-412....
  • Hair, J., Black, W., Babin, B. y Anderson, R. (2009). Multivariate data analysis. London: Prentice Hall.
  • Hoef, J. y Boveng, P. (2007). Quasi-Poisson vs. negative binomial regression: How should we model overdispersed count data? Ecology, 88(11),...
  • Huete, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Psychology,...
  • Jaeger, S. R., Vidal, L., Kam, K. y Ares, G. (2017). Can emoji be used as a direct method to measure emotional associations to food names?...
  • Jahn, B. y Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361. https://doi.org/10.1108/09564231211248444
  • Jünger, J. y Keyling, T. (2018). An application for generic data retrieval through APIs. Recuperado el 05 de mayo de 2020, de https://scholar.google.com/citations?user=sA15C70AAAAJ&hl=de
  • Katz, E. (1959). Mass communication research and the study of culture. Studies in Public Communication, 2, 1-6.
  • Khan, N. (2020). Outbreak of covid-19: Its impact on brand health and marketing communications. Recuperado el 21 de abril de 2020, de https://businessreview.iba.edu.pk/covid19/articles/nida-v3.pdf
  • Krippendorff, K. (2018). Content analysis. An introduction to its methodology (4.a ed). New York: Sage Publishing.
  • Kuo, P., Zhang, L. y Cranage, D. (2015). What you get is not what you saw: Exploring the impacts of misleading hotel website photos. International...
  • Li, L., Zhang, Q., Wang, X., Zhang, J., Wang, T., Gao, T..., Wang, F. (2020). Characterizing the propagation of situational information in...
  • Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing, 70(3), 74-89. https://doi.org/10.1509/jmkg.70.3.74
  • Long, J. (1997). Regression models for categorical and limited dependent variables. New York: Sage Publishing.
  • Long, J. y Freese, J. (2006). Regression models for categorical dependent variables using Stata (2.a ed). Texas: Stata Press.
  • Marketing Science Institute (2018). 2018-2020 Research priorities: Marketers’ strategic imperatives. Recuperado el 27 de noviembre de 2020,...
  • Martínez, J. y Bigné, E. (2017). The value of marketer-generated content on social network sites: Media antecedents and behavioral response....
  • Melián, S. y Bulchand, J. (2017). Extending the scope of hotel client reactions to employee injustice: Hotel employer reviews on the Internet....
  • Mutinga, D., Moorman, M. y Smit, E. (2011). Introducing COBRAs: Exploring motivations for Brand-Related social media use. Journal of Advertising,...
  • Navarro, A., Utzet, F., Puig, P., Caminal, J. y Martín, M. (2001). La distribución binomial negativa frente a la de Poisson en el análisis...
  • Noland, A. (2020). Like, share, retweet: Testing competing models of the theory of planned behavior to predict slacktivism engagement. Journal...
  • Osorio, C. F., Peláez, J. y Rodríguez, A. (2020). Cantidad adecuada de emojis y caracteres para generar eWOM en Facebook. Suma de Negocios,...
  • PWC. (2020). COVID-19: Confidently Navigate through Coronavirus Crisis. How today’s response can position your business to thrive tomorrow....
  • Ray, A. (2020). Beware of virtue signaling in brand communications about COVID-19. Recuperado el 21 de marzo de 2020, de https://www.socialmediatoday.com/news/beware-of-virtue-signaling-in-brand-communications-about-covid-19/574168/
  • Restrepo, O. (2020), “Somos más fuertes”: La propuesta de Renault frente al Covid-19 en Colombia. Recuperado el 22 de abril de 2020, de https://www.elcarrocolombiano.com/industria/somos-mas-fuertes-la-propuesta-de-renault-frente-al-covid-19-en-colombia/
  • Rosario, A., Sotgiu, F., De Valck, K. y Bijmolt, T. (2016). The effect of electronic word of mouth on sales: A meta-analytic review of platform,...
  • Schultz, C. (2017). Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages?...
  • Severin, W. y Tankard, J. (2000). Communication theories: Origins, methods and uses in the mass media (5.a ed.). Reading, Massachusetts: Addison...
  • Schwarz, G. (1978). Estimating the dimension of a model. Annals of Statistics, 6(2), 461-464.
  • Social Bakers (2020). March 2020 Social Marketing Report Colombia. Recuperado el 26 de abril de 2020, de https://www.socialbakers.com/resources/reports/colombia/2020/march
  • Stojanovic, I., Andreu, L. y Curras, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist...
  • Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence and Planning, 33(6), 927-943....
  • Tsao, W. C., Hsieh, M. T. y Lin, T. M. (2016). Intensifying online loyalty! The power of website quality and the perceived value of consumer/seller...
  • Vieweg, S., Hughes, A., Starbird, K. y Palen, L. (2010). Microblogging during two natural hazards events. En: Conference Human Factors Computting...
  • Witte, K. (1992). Putting the fear back into fear appeals: The extended parallel process model. Communication Monographs, 59(4), 329-349....
  • Yeh, Y. y Choi, S. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal...