La conciencia de marca en redes sociales: impacto en la comunicación boca a boca

Cristian-Alejandro Rubalcava de León; Yesenia Sánchez-Tovar; Mónica-Lorena Sánchez-Limón

doi:10.18046/j.estger.2019.152.3108

Autores/as

Cristian-Alejandro Rubalcava de León Estudiante doctorado en Ciencias Administrativas, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Victoria, México. https://orcid.org/0000-0002-9926-2902
Yesenia Sánchez-Tovar Profesor-Investigador, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Victoria, México. https://orcid.org/0000-0002-4299-191X
Mónica-Lorena Sánchez-Limón Profesor Investigador, Facultad de Comercio y Administración Victoria, Universidad Autónoma de Tamaulipas, Victoria, México. https://orcid.org/0000-0002-0671-0076

DOI:

https://doi.org/10.18046/j.estger.2019.152.3108

Palabras clave:

Redes sociales, conciencia de marca, comunicación boca a boca, calidad de la información, interactividad virtual

Resumen

El objetivo del presente artículo fue identificar los determinantes de la conciencia de marca y el impacto que esta tiene en la comunicación boca a boca. El estudio se realizó usando la técnica de ecuaciones estructurales y los datos fueron recolectados a partir de una encuesta que se aplicó a la muestra validada, conformada por 208 usuarios de redes sociales en México. Los resultados confirmaron un efecto positivo y significativo de la calidad de la información en la conciencia de marca y, a su vez, se demostró el efecto directo de la conciencia de marca en la comunicación boca a boca. Dichos resultados permitirán a las empresas identificar los elementos necesarios para la fidelización y el proceso de captación de nuevos clientes.

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