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Estrategia publicitaria del minorista en las redes sociales. Factores que motivan las compras en la web 2.0

Author

Listed:
  • Ines Küster Boluda
  • Natalia Vila López
  • Asunción Hernández Fernández

Abstract

El uso de las redes sociales, como estrategia publicitaria del minorista, favorece la comunicación interactiva de la marca y sus productos y motiva las compras, en la web 2.0, produciéndose una revolución en el paradigma estimulo-respuesta del siglo XXI. El trabajo analiza la potencialidad de la interactividad como estrategia de marca en las redes sociales e identifica los factores clave que propician el estimulo (aceptación) y la respuesta (adopción). Asimismo, se evalúa la relevancia transaccional de cada factor estableciendo prioridades en las estrategias del minorista en red. Se realiza un enfoque cualitativo (resumen etnográfico de 6 dinámicas de grupo), y un enfoque más cuantitativo mediante un procedimiento de codificación sistemática de los principales ítems extraídos.

Suggested Citation

  • Ines Küster Boluda & Natalia Vila López & Asunción Hernández Fernández, 2012. "Estrategia publicitaria del minorista en las redes sociales. Factores que motivan las compras en la web 2.0," DOCFRADIS Working Papers 1201, Catedra Fundación Ramón Areces de Distribución Comercial.
    • Handle: RePEc:ovr:docfra:1201
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    More about this item

    Keywords

    Estrategia publicitaria; minoristas; redes sociales; factores de éxito; compra;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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