Construcción del boca a boca digital: Identidad, relación, participación y satisfacción

Jassiel Eduardo Ibarra Lumbreras, Francisco Isaí Morales Sáenz, Mayra Elizabeth Brosig Rodríguez

Resumen


Introducción: Las redes sociales se han convertido en herramientas fundamentales para las estrategias de marketing digital, particularmente en la promoción del boca a boca electrónico, al transformar la interacción entre las empresas y los consumidores. Objetivo: En esta investigación se analizó la influencia de la identidad, la relación con la empresa, la participación y la satisfacción de los consumidores en redes sociales sobre la generación y efectividad del boca a boca digital. Metodología: Para el alcance de lo anterior se diseñó un estudio cuantitativo y correlacional; se aplicó un cuestionario a una muestra de 296 consumidores digitales en la zona centro de Tamaulipas, México, cuyos datos fueron procesados mediante un análisis PLS-SEM . Resultados: Se obtuvo que la satisfacción del consumidor emergió como el factor más determinante en la promoción del boca a boca digital, siendo influenciada positivamente por la participación y la relación con la marca. La identidad con la marca mostró un impacto directo en la participación y vinculación empresarial. Un hallazgo significativo fue que la participación, aunque crucial para la satisfacción, no influye directamente en la recomendación. Conclusión: Los resultados sugieren la necesidad de implementar estrategias complementarias que fortalezcan la conexión entre la participación del consumidor y la generación de recomendaciones, dado el papel central de la satisfacción en el proceso.

Recibido: 05-02-25
Revisado: 23-02-25
Aceptado: 16-05-25


Palabras clave


Identidad de marca; redes sociales; satisfacción; eWOM; participación.

Texto completo:

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Referencias


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