Ponencia
eWOM & Referrals in Social Network Services
Autor/es | Arenas Gaitán, Jorge
Rondán Cataluña, Francisco Javier Ramírez Correa, Patricio |
Departamento | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) |
Fecha de publicación | 2012 |
Fecha de depósito | 2020-03-25 |
Publicado en |
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Resumen | If a few decades ago the development of the Internet was instrumental in the interconnection between markets, nowadays the services provided by Web 2.0, such as social network sites (SNS) are the cutting edge. A proof of ... If a few decades ago the development of the Internet was instrumental in the interconnection between markets, nowadays the services provided by Web 2.0, such as social network sites (SNS) are the cutting edge. A proof of this trend is the exponential growth of social network users. The main objective of this work is to explore the mechanisms that promote the transmission and reception (WOM and referrals) of online opinions, in the context of the SNS, by buyers of travel services. The research includes some research lines: technology acceptance model (TAM), Social Identification Theory and Word-of-Mouth communication in virtual environment (eWOM). Based on these theories an explicative model has been proposed applying SEM analysis to a sample of SNS users’ of tourist service buyers. The results support the majority of the hypotheses and some relevant practical and theoretical implications have been pointed out for tourist managers. |
Cita | Arenas Gaitán, J., Rondán Cataluña, F.J. y Ramírez Correa, P. (2012). eWOM & Referrals in Social Network Services. En 11th International Marketing Trends Conference, Venecia. |
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