La comunicación viral a través de los medios sociales: análisis de sus antecedentes
DOI:
https://doi.org/10.4185/RLCS-2017-1154Palabras clave:
Comunicación de boca en boca, Comunicación de boca en boca electrónica, marketing viral, medios sociales, mensaje de marcaResumen
El artículo describe la evolución que ha tenido la comunicación de boca en boca hasta el marketing viral e identifica las emociones, los influencials, el contenido, la ejecución y los medios como antecedentes que influyen en la viralidad del mensaje de marca a través de los medios sociales. Metodología: Análisis de regresión lineal para explicar la relación entre una variable con las demás y estimar el comportamiento de una variable en función de lo que se conoce de otras variables que influyen en el comportamiento de la variable. Análisis y conclusiones: El artículo señala que las emociones y los influencials influyen significativamente en la viralidad del mensaje, y que es la variable ejecución la que menos influye. Se recomienda a las organizaciones desarrollar relaciones con los usuarios a través de los medios sociales y co-crear el mensaje de marca, porque de esta manera tendrá mayor difusión y confiabilidad por parte de los usuarios.
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