Building digital word-of-mouth: identity, relationship, participation and satisfaction

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AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-10-05T16:32:25Z
Fecha de publicación2025-01-01
ResumenIntroduction: Social networks have become fundamental tools for digital marketing strategies, particularly in promoting electronic word-of-mouth, by transforming the interaction between companies and consumers. Objective: In this research, the influence of identity, relationship with the company, participation and satisfaction of consumers in social networks on the generation and effectiveness of digital word of mouth was analyzed. Methodology: To achieve this, a quantitative and correlational study was designed, and a questionnaire was administered to a sample of 296 digital consumers in the central area of Tamaulipas, Mexico. The data were then processed through a PLS-SEM analysis. Results: It was found that consumer satisfaction emerged as the most significant factor in promoting digital word-of-mouth, being positively influenced by participation and the relationship with the brand. Identity with the brand showed a direct impact on participation and business linkage. A significant finding was that participation, although crucial for satisfaction, does not directly influence recommendation. Conclusion: The results suggest the need to implement complementary strategies that strengthen the connection between consumer engagement and the generation of recommendations.es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/4242
Idiomaeses_ES
EditorialUNIV LOS ANDES, CENTRO INVESTIGACIONES \& DESARROLLO EMPRESARes_ES
RelaciónVision Gerenciales_ES
DerechosAcceso restringido / Suscripción (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_16eces_ES
FuenteVision Gerencial
Palabra claveBrand identityes_ES
Palabra clavesocial networkses_ES
Palabra claveconsumer satisfactiones_ES
Palabra claveeWOMes_ES
Palabra clavenetwork participationes_ES
TítuloBuilding digital word-of-mouth: identity, relationship, participation and satisfactiones_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorLumbreras, Jassiel Eduardo Ibarra
AutorSaenz, Francisco Isai Morales
AutorRodriguez, Mayra Elizabeth Brosig
AutorLumbreras, Jassiel Eduardo Ibarraes_ES
AutorSaenz, Francisco Isai Moraleses_ES
AutorRodriguez, Mayra Elizabeth Brosiges_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
Número2es_ES
Rango de páginas313-332es_ES
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES
Volumen24es_ES

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