Revista Mediterránea de Comunicación

El proceso de cocreación de marca a través del eWOM: perfil, actitud y comportamiento de los usuarios

Sonia Carcelén-García, Paloma Diaz-Soloaga

DOI: https://doi.org/10.14198/MEDCOM.19924

Resumen

El concepto de cocreación de marca ha sido ampliamente tratado en trabajos académicos durante los últimos 15 años y, aunque todavía no se ha alcanzado un consenso en su definición y alcance, los expertos reconocen la eficacia de esta actividad que relaciona de forma directa las marcas con los distintos stakeholders, en particular con los clientes. Se han realizado importantes aportaciones en la descripción de este fenómeno, y en las motivaciones y perfiles de la cocreación entre los distintos públicos, así como en los beneficios y riesgos de esta práctica. El presente estudio, realizado a través de una encuesta online a una muestra de 1.521 consumidores españoles en noviembre de 2020, profundiza en las actitudes, opiniones y comportamientos hacia la cocreación de marca y descubre que, más allá de otros factores, las variables sociodemográficas siguen siendo determinantes a la hora de desarrollar eWOM, la actividad principal del proceso de cocreación. Las conclusiones permiten identificar aquellos perfiles más dispuestos a recomendar y crear contenidos de marca.


Palabras clave

Cocreación de marca; eWOM; comportamiento del consumidor; engagement

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DOI: https://doi.org/10.14198/MEDCOM.19924





Copyright (c) 2018 Sonia Carcelén-García, Paloma Diaz-Soloaga

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