Subjects
53 Ciencias económicas
5311 Organización y dirección de empresas
531105 Marketing
61 Psicología
6114 Psicología social
611406 Comportamiento del consumidor
Estudio del WOM como herramienta de influencia del consumidor : caso Critizen
Abstract
En este estudio se parte de la premisa de que la comunicación es una herramienta eficaz
para publicitar un producto, un servicio o una marca. Para ello, los encargados de esta
promoción pueden hacer uso de distintas técnicas, entre las que se ha seleccionado el
word-of-mouth como objeto de estudio. Tras realizar distintas clasificaciones dentro del
concepto de boca-a-oreja en sentido amplio, se ha podido concluir que las empresas
deben centrar sus esfuerzos en el WOMM, o más concretamente en el e-WOMM.
Después de este estudio teórico, se ha decidido investigar un caso muy novedoso. Así,
CRITIZEN, una aplicación y página web de e-WOM creada en febrero de 2015 ha sido
examinada. Parece que por el momento no lo está haciendo tan bien como debería
puesto que los mensajes que transmite llegan a miles de personas pero éstas deciden no
propagarlos. Esta anomalía ha permitido que se puedan extraer las características que
debe tener un mensaje para der difundido e incurrir en WOM. Como aportación final se
ha realizado una lista de elementos a considerar para que el boca-a-oreja se produzca de
forma efectiva.
This study starts from the premise that communication is an effective way to advertise a product, a service or a brand. To that end, the managers of this promotion may use different techniques, among which word-of-mouth is selected to be analysed. As a result of making different classifications within the concept of word-of-mouth in the broader sense, it has been concluded that companies should focus their efforts on WOMM, or more specifically on e-WOMM. After this theoretical study, it has been decided to investigate a novel practical example. Thus, CRITIZEN, an e-WOM application and website created in February 2015 was examined. It seems that at this point in time the website is not doing as well as it should since the messages transmitted reach thousands of people but they choose not to propagate them. This anomaly has allowed us to extract the features that a message should have to be broadcast and to incur in WOM. As a final contribution, a list of recommendations for the word-of-mouth to take place effectively was made.
This study starts from the premise that communication is an effective way to advertise a product, a service or a brand. To that end, the managers of this promotion may use different techniques, among which word-of-mouth is selected to be analysed. As a result of making different classifications within the concept of word-of-mouth in the broader sense, it has been concluded that companies should focus their efforts on WOMM, or more specifically on e-WOMM. After this theoretical study, it has been decided to investigate a novel practical example. Thus, CRITIZEN, an e-WOM application and website created in February 2015 was examined. It seems that at this point in time the website is not doing as well as it should since the messages transmitted reach thousands of people but they choose not to propagate them. This anomaly has allowed us to extract the features that a message should have to be broadcast and to incur in WOM. As a final contribution, a list of recommendations for the word-of-mouth to take place effectively was made.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
WOM, WOMM, e-WOMM, Marketing Viral, Difusión, Influencia, Gestión, Viral Marketing, Diffusion, Influence, Management