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

Author

Listed:
  • Ana Marcela Londono-Silva
  • Carlos Fernando Osorio-Andrade
  • Jenny Piedad Peláez-Muñoz

Abstract

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.

Suggested Citation

  • Ana Marcela Londono-Silva & Carlos Fernando Osorio-Andrade & Jenny Piedad Peláez-Muñoz, 2020. "Efectos del lenguaje publicitario y del destino turístico usados en páginas comerciales de Facebook sobre la generación de boca a boca electrónico," Estudios Gerenciales, Universidad Icesi, vol. 36(156), pages 264-271, September.
    • Handle: RePEc:col:000129:018447
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    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/3895
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    Cited by:

    1. Osorio-Andrade, Carlos Fernando & Rodríguez-Orejuela, Augusto & Moreno-Betancourt, Fernando, 2021. "Efectos de las características de videos en YouTube que aumentan su popularidad: un análisis empírico," Revista Tendencias, Universidad de Narino, vol. 22(1), pages 18-38, January.

    More about this item

    Keywords

    Boca a boca electrónico; destino turístico; lenguaje publicitario;
    All these keywords.

    JEL classification:

    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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