IDEAS home Printed from https://ideas.repec.org/p/ovr/docfra/1403.html
   My bibliography  Save this paper

La confianza y la actitud hacia la red social como determinantes de la intención de aceptar herramientas de marketing. Diferencias según intensidad de uso de la red

Author

Listed:
  • Rebeca Cordero Gutiérrez
  • Libia Santos Requejo

Abstract

Las redes sociales horizontales se han convertido en los últimos años en un gran escaparate para las empresas. La comunidad científica no ha tratado en profundidad qué es lo que provoca que ciertos individuos decidan aceptar publicidad o participar en promociones a través de este medio. Más concretamente, el estudio pretende comprobar si es el número de horas dedicadas al uso de estas plataformas un factor determinante en su comportamiento. Este estudio desvela que los usuarios con un nivel de actividad media en estas redes sociales son más propensos a utilizar herramientas comerciales en red. Nuestros resultados y conclusiones arrojan luz a un campo del marketing tanto académico como profesional aún en desarrollo.

Suggested Citation

  • Rebeca Cordero Gutiérrez & Libia Santos Requejo, 2014. "La confianza y la actitud hacia la red social como determinantes de la intención de aceptar herramientas de marketing. Diferencias según intensidad de uso de la red," DOCFRADIS Working Papers 1403, Catedra Fundación Ramón Areces de Distribución Comercial, revised Apr 2014.
    • Handle: RePEc:ovr:docfra:1403
    as

    Download full text from publisher

    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_kfd22dw5ah_Docfradis_2014_03.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Red social; actitud; confianza; intención de comportamiento; intensidad de uso;
    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
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ovr:docfra:1403. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nuria Viejo Fernandez (email available below). General contact details of provider: https://edirc.repec.org/data/cfovies.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.