Cómo evalúan los jóvenes las opiniones de otros consumidores en Internet. El caso de la UPV/EHU

Elena   Olabarri Fernández; Sergio Monge Benito; Sandra  Usín Enales

doi:10.4185/RLCS-2015-1067

Authors

Elena Olabarri Fernández University of the Basque Country / Euskal Herriko Unibertsitatea http://orcid.org/0000-0002-7433-0964
Sergio Monge Benito University of the Basque Country / Euskal Herriko Unibertsitatea http://orcid.org/0000-0001-8061-6865
Sandra Usín Enales Universidad del País Vasco / Euskal Herriko Unibertsitatea https://orcid.org/0000-0001-7774-2158

DOI:

https://doi.org/10.4185/RLCS-2015-1067

Keywords:

Electronic word of mouth, online consumer reviews, buying decision process, consumer behaviour, user-generated content

Abstract

Online reviews of products and services have become an important source of information and assistance in consumers’ buying decision-making processes. The amount, diversity and accessibility of online reviews have contributed to their appeal and popularity. Electronic word of mouth (eWOM) has changed the way consumers interact with each other as well as the way in which they buy products and services. Methods. This article aims to characterise the way in which students from the University of the Basque Country use and evaluate anonymous online reviews. To achieve this objective qualitative and quantitative methods have been used: three focus groups and a large-scale online survey. Results and conclusions. The results of this study have allowed us to describe the evaluation process young people follow when they consult online reviews and to identify the types of reviews that are more likely to catch the attention of young internet users and influence their decisions.

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Author Biographies

Elena Olabarri Fernández, University of the Basque Country / Euskal Herriko Unibertsitatea

Elena Olábarri Fernández holds a Bachelor’s degree in Sociology (1980) and a PhD degree in Political Science and Sociology (1989). Chair of the Department of Audiovisual Communication and Advertising (2001). Professor of Psycho-sociology of consumption in the Bachelor's degree programme in Advertising and Public Relations. Professor of “Communication and Advertising: persuasive strategies” in the Bachelor's degree programme in Journalism, Audiovisual Communication and Advertising. Professor of Marketing Communication in the Master’s degree programme in Innovation and Knowledge Management.

Her main lines of research have been: consumer behaviour, particularly the issues related to the decision making processes and addiction; and advertising effectiveness.She has developed several research studies and publications as part of the first research line, individually and in collaboration with J. Luis León and Irene García.

Invited speaker in various conferences, including: the “45th European Conference: Research Quality” (1992) held in Madrid by “The European Association of Market Research, Marketing and Public Opinion”, in which he won European Prize for Best Research Methodology and the Fernanda Monti Award for Best Communication Paper; the ESOMAR World Congress with the paper “Consolidation or Renewal? From Research to Costumer Insight” (2002); the 6th World Leisure Congress (Bilbao 2000).

Her publications include a pioneer book on Consumer behaviour, written in collaboration with J. Luis León (Ediciones Deusto, 1996).

The work developed as part of the research line on advertising effectiveness include research contracts signed with the Basque Government to investigate the tourism advertising campaigns of the Basque Government; journal articles produced in collaboration with M. Angel Quintana, and published in Questiones Publicitarias and Investigación y Marketing; and participation in the International Congress on ”Marketing Trends” (2009-2010 and 2011-2012).

Sergio Monge Benito, University of the Basque Country / Euskal Herriko Unibertsitatea

Sergio Monge Benito is Associate Professor at the University of the Basque Country (UPV/EHU). He holds a Bachelor’s degree in Advertising and Public Relations, and a Doctoral degree in Audiovisual Communication and Advertising. Professor of Advertising effectiveness; Marketing: concepts, strategies and techniques; and Communication and advertising: persuasive strategies, in the bachelor’s degree in Advertising and Public Relations. He teaches in three different languages: Spanish, Basque and English.

His publications include several journal articles, book chapters and many communication papers and presentations. Consultant to various companies and organisations in the field of communications through knowledge transfer contracts with the university.

Their research lines are communication through the internet (web 2.0, blogs, positioning, online reputation, social networks, etc.) and in neuro-marketing. His h-index is 6 in Google Scholar (2015). His personal website is: www.sergiomonge.com

Sandra Usín Enales, Universidad del País Vasco / Euskal Herriko Unibertsitatea

Sandra Usín Enales is Associate Professor at the University of the Basque Country. She holds a Bachelor’s degree in Social and Communication Sciences with speciality in Advertising and Public Relations; and Doctoral degree in Audiovisual Communication and Advertising.

Professor of “Psycho-sociology of consumption and marketing”, “Strategic and interactive marketing” and “Cultural Marketing” in the Bachelor’s degree programme in Advertising and public relations; Professor of “Commercial, corporate and institutional communication” and “Public relations techniques” in the Bachelor’s degree programme in Journalism, audiovisual communication and advertising; and Professor of “Consumer behaviour” in the Master’s degree programme in Marketing and commercial management of the UPV/EHU. Professor of “Institutional communication” in the Master’s degree programme in Corporate Communication of the University of the Basque Country. Some of these subjects are taught in the Basque Language.

Her main lines of research are: “consumer behaviour”, which is the object of study of her doctoral thesis, which focused on “the purchase behaviour of shopping centres consumers in Vizcaya” and won the second place of the national award for best doctoral thesis on trade in 2012 and 2013. The work on this line of research also includes the participation in a research project of the University of the Basque Country, which resulted in many papers presented at conferences (most of them international), journal articles and a book. Moreover, this area of study has been perfected with two research stays at foreign universities (the University of York and the University of London) and the University of Deusto.

The second line of research is “communication and advertising”. Work on this line includes the participation in two research projects, one funded by the University of the Basque Country and the Government of Castile and León. Work on this line of research has also resulted in a book chapter, articles and conference papers. The third line of research is photography and communication, which has involved the participation in a research project of the Government of Castile and León.

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