eWOM in times of COVID-19: An empirical analysis of Colombian brands on Facebook

被引：0

作者：

Alberto Arango-Pastrana, Carlos ^{[1
]}

Fernando Osorio-Andrade, Carlos ^{[2
]}

Arango-Espinal, Edwin ^{[3
]}

机构：

[1] Univ Valle, Fac Ciencias Adm, Cali, Colombia

[2] Univ Valle, Unidad Acad Regionalizac, Cali, Colombia

[3] Univ Valle, Unidad Acad Regionalizac, Caicedonia, Colombia

来源：

ESTUDIOS GERENCIALES | 2021年 / 37卷 / 158期

关键词：

eWOM; COVID-19; Facebook; marketing; social networks; WORD-OF-MOUTH; SOCIAL MEDIA; CONSUMERS; PAGES; FANS;

D O I：

10.18046/j.estger.2021.158.4267

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The effects of the different message strategies related to COVID-19 on the generation of eWOM were analyzed; that is, if the publications referring to the pandemic receive greater participation by users of social networks in Colombia. 562 company posts on Facebook were reviewed, of which 382 were subjected to the negative binomial regression model. It was found that no message strategy related to COVID-19 affects the rate of comments. The influence of different types of content on reactions and shared content was also identified. It is concluded that social networks are recreation and entertainment scenarios; therefore, the informative content does not generate impacts on the volume of comments, reactions, or share content.

引用

页码：28 / 36

页数：9

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