Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth

Rodríguez Orejuela, Augusto; Murcia Zorrilla, Claudia Patricia; Osorio Andrade, Carlos Fernando

doi:10.17151/kepes.2021.18.23.13

Titulo:

Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth
.

Sumario:

El propósito de esta investigación consiste en establecer el efecto de la popularidad y el género de los modelos usados en publicaciones de Facebook sobre la generación y/o difusión de Electronic Word of Mouth (eWOM) por parte de usuarios de dicha red social. Para cumplir el objetivo, se analizan 300 publicaciones de marca en Facebook, de las tres empresas colombianas de telefonía móvil con un mayor número de seguidores. Mediante análisis de contenido, se codifican las publicaciones en función del tipo de celebridad que utilizaron y, posteriormente, se aplica un modelo de regresión de Poisson robusta para contrastar las hipótesis propuestas. Los resultados sugieren que el uso de celebridades famosas aumenta la participación de los usuariosp... Ver más

Guardado en:

Revista:

Kepes

ISSN:

1794-7111

EISSN:

2462-8115

Autores:

Rodríguez Orejuela, Augusto

Murcia Zorrilla, Claudia Patricia

Osorio Andrade, Carlos Fernando

Editor:

UNIVERSIDAD DE CALDAS

DOI:

10.17151/kepes.2021.18.23.13

Volumen:

Año de publicación:

2020-01-01

Pagina inicial:

375

Pagina final:

400

Pais:

Palabras claves:

estrategia de comunicación

Licencia:

http://purl.org/coar/access_right/c_abf2

info:eu-repo/semantics/openAccess

id	oai:revistasojs.ucaldas.edu.co:article-4309
record_format	ojs
spelling	Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth Liu, S. Q., Ozanne, M., & Mattila, A. S. (2018). Does expressing subjectivity in online reviews enhance persuasion? Journal of Consumer Marketing, 35(4),403-413. https://bit.ly/39MiyPN Pérez, M. L. (2014). Marketing boca a boca. Cómo conseguir que el consumidor hable de tu producto o marca (Tesis de doctorado). Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia Facultad de Economía Y Empresa.http://www.tdx.cat/handle/10803/144666 Perelló, S., Muela, C. y Campos, M. (2018). La personificación de la marca en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz. Revista Latina de Comunicación Social (73), 1163-1178. https://bit.ly/2MHZE2v Oyserman, D. (2006). High Power, Low Power, and Equality: Culture Beyond Individualism and Collectivism. Journal of Consumer Psychology, 16(4), 352–356. https://bit.ly/2X6vvhD Navarro, A., Utzet, F., Puig, P., Caminal, J. y Martín, M. (2001). La distribución binomial negativa frente a la de Poisson en el análisis de fenómenos recurrentes. Gaceta Sanitaria, 15(5), 447-452. https://bit.ly/2IfOePp Mutinga, D., Moorman, M. y Smit, E. (2011). Introducing COBRAs. Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. https://bit.ly/2K3ok0t McArthur, L. y Resko, B. (1975). The Portrayal of Men and Women in American Television Commercials. The Journal of Social Psychology, 97(2), 209–220. https://bit.ly/2XH1XUG Lynch, J. y Schuler, D. (1994). The matchup effect of spokesperson and product congruency: A schema theory interpretation. Psychology & Marketing, 11(5), 417-445. https://bit.ly/2IfXmnk Long, L. (2011). The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions. African Journal of Business Management, 5(21), 8446-8457. https://bit.ly/2XeQoXK Li, F. y Du, T. (2017). The effectiveness of word of mouth in offline and online social networks. Expert Systems with Applications, 88, 338–351. https://doi.org/10.1007/s11747-016-0503-8 Pletikosa, I. y Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861. https://bit.ly/2FHKsiJ Lenoir, A., Puntoni, S., Red, A. y Verlegh, P. (2013). The impact of cultural symbols and spokesperson identity on attitudes and intentions. International Journal of Research in Marketing, 30(4), 426-428. https://bit.ly/2RgPHYH Krippendorff, K. (2012). Content analysis: an introduction to its methodology. Los Angeles, CA: SAGE. Kyrousi, A., Panigyrakis, G. y Panopoulos, A. (2016). Attitudes toward ads portraying women in decorative roles and female competition: An evolutionary psychology perspective. International Journal of Advertising, 35(5), 771-798. https://bit.ly/2WGd7MU Knoll, J. y Matthes, J. (2016). The effectiveness of celebrity endorsements : a meta-analysis. Journal of the Academy of Marketing Science. http://dx.doi.org/10.1007/s11747-016-0503-8 Kim, J., Lee, J. y Chung, Y. (2017). Product Type and Spokespersons in Native Advertising - The Role of Congruency and Acceptance. Journal of Interactive Advertising, 17(2), 109-123. https://bit.ly/2IcLW3n Jones, J. y Waller, N. (2013). Computing confidence intervals for standardized regression coefficients. Psychological Methods, 18(4), 435-453. https://bit.ly/2F97f47 Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations (2a ed). London: SAGE Publication. Hoffner, C. (1996). Children’s wishful identification and parasocial interaction with favorite television characters. Journal of Broadcasting and Electronic Media, 40(3), 389-402. https://bit.ly/2Fa8W19 Heejae, S., & Dahana, W. D. (2017). The moderating roles of prior attitude and message acceptance in electronic word of mouth. International Journal of Business and Information, 12(2), 183. Pileliene, L. y Grigaliunaite, V. (2017). The effect of female celebrity spokesperson in FMCG avertising: neuromarketing approach. Journal of Consumer Marketing, 34(3), 202-213. https://bit.ly/2IeIUfi Pradhan, D., Kapoor, V. y Moharana, T. (2017). One step deeper: gender and congruity in celebrity endorsement. Marketing Intelligence & Planning, 35(6), 774-788. https://bit.ly/2XNTsr8 Giraldo, O. (1972). El machismo como fenómeno psicocultural. Revista Latinoamericana de Psicología, 4(3), 295-309. https://bit.ly/2ZqkGnX Yoon, D. y Kim, Y. (2015). The Roles of a Spokesperson and Brand-Message Congruity in Advertising Effectiveness of Coffeehouse Brands The Roles of a Spokesperson and Brand-Message Congruity in Advertising. Journal of Quality Assurance in Hospitality & Tourism, 16(4), 347-368. https://bit.ly/2ZmMIke Text http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess http://purl.org/coar/version/c_970fb48d4fbd8a85 info:eu-repo/semantics/publishedVersion http://purl.org/coar/resource_type/c_6501 info:eu-repo/semantics/article Zoghaib, A. (2017). The contribution of a brand spokesperson’s voice to consumer-based brand equity. Journal of Product & Brand Management, 26(5), 492-502. https://bit.ly/2X6vQAT Zhang, H., Liang, X., & Qi, C. (2020). Investigating the impact of interpersonal closeness and social status on electronic word-of-mouth effectiveness. Journal of Business Research. https://www.x-mol.com/paperRedirect/1347277775796588544 Yeh, Y. y Choi, S. (2011). Mini-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications, 17(3), 145-162. https://bit.ly/2WINtXZ Sarmiento, J., Curiel, J. y Antonovica, A. (2018). Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments. Palabra Clave, 21(4), 1075-1106. https://bit.ly/2IE1gVX Winterich, K., Gangwar, M. y Grewal, R. (2018). When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements. Journal of Marketing, 82(3), 70-86. https://bit.ly/2ZmzHah Tafesse, W. y Korneliussen, T. (2013). Examining the effect of using multiple media tools on the marketing performance of organizations in a trade campaign environment. Journal of Marketing Communications, 19(3), 215-227. https://bit.ly/2Xepyz3 Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence and Planning, 33(6), 927–943. https://bit.ly/2XaEs9n Stout, P. y Moon, Y. (1990). Use of endorsers in magazine advertisements.Journalism & Mass Communication Quarterly, 67(3), 536-546. https://bit.ly/2RcTNB2 Stojanovic, I., Andreu, L. y Curras, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1), 83–100. https://bit.ly/2JYDE0w Stycos, J. (1958). Familia y fecundidad en Puerto Rico; estudio del grupo de ingresos más bajos. México, D.F.: Fondo de Cultura Económica. Schultz, C. (2017). Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages? Electronic Commerce Research and Applications, 26, 23-34. https://bit.ly/2WF1HUK Shyong, J., Cheng, Y. y Chu, Y. (2013). Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators. Human Factors and Ergonomics in Manufacturing, 23(5), 357-367. https://bit.ly/2MMy2tk Schimmelpfennig, Ch. (2018). Who is the Celebrity Endorser ? A Content Analysis of Celebrity Endorsements Who is the Celebrity Endorser ? A Content Analysis of Celebrity Endorsements. Journal of International Consumer Marketing, 30(4), 220-234. https://bit.ly/2KKRzrv Guo, B. y Zhou, S. (2017). What makes population perception of review helpfulness: an information processing perspective. Electronic Commerce Research, 17(4), 585-608. https://bit.ly/2wNLG4D Garretson, J. y Burton, S. (2005). The Role of Spokescharacters as Advertisement and Package Cues in Integrated Marketing Communications. Journal of Marketing, 69(4), 118-132. https://bit.ly/2RgxcU5 Engel, J., Kegerreis, R. y Blackwell, R. (1969). Word-of-Mouth Communication by the Innovator. Journal of Marketing, 33(3), 15-19. https://bit.ly/31rv14Z popularidad application/pdf Artículo de revista Núm. 23 , Año 2021 : Enero - Junio 23 18 telefonía marketing Kepes género estrategia de comunicación Rodríguez Orejuela, Augusto Murcia Zorrilla, Claudia Patricia Osorio Andrade, Carlos Fernando El propósito de esta investigación consiste en establecer el efecto de la popularidad y el género de los modelos usados en publicaciones de Facebook sobre la generación y/o difusión de Electronic Word of Mouth (eWOM) por parte de usuarios de dicha red social. Para cumplir el objetivo, se analizan 300 publicaciones de marca en Facebook, de las tres empresas colombianas de telefonía móvil con un mayor número de seguidores. Mediante análisis de contenido, se codifican las publicaciones en función del tipo de celebridad que utilizaron y, posteriormente, se aplica un modelo de regresión de Poisson robusta para contrastar las hipótesis propuestas. Los resultados sugieren que el uso de celebridades famosas aumenta la participación de los usuariospor medio del eWOM, mientras que, el uso de modelos comunes disminuye dicha participación. Por otra parte, el uso de modelos masculinos mejora significativamente la tasa de reacciones y contenido compartido con respecto a modelos femeninos. Los hallazgos plantean un aporte a la literatura escasa encargada de analizar la influencia del uso de modelos en publicidad sobre el eWOM, además, plantea recomendaciones gerenciales que pueden ser aplicadas por marcas en sus redes sociales para aumentar la interacción de sus usuarios.&nbsp; Universidad de Caldas Publication https://revistasojs.ucaldas.edu.co/index.php/kepes/article/view/4309 Derdenger, T., Li, H. y Srinivasan, K. (2018). Firms’ Strategic Leverage of Unplanned Exposure and Planned Advertising: An Analysis in the Context of Celebrity Endorsements. Journal of Marketing Research, 55(1), 14-34. https://bit.ly/2XdA8X5 Demangeot, C. y Broderick, A. (2010). Consumer perceptions of online shopping environments: A gestalt approach. Psychology and Marketing, 27(2), 117-140. https://bit.ly/2Xa4M3K Español Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1407–1424. https://bit.ly/2F8rtei De Vries, L., Gensler, S. y Leeflang, P. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91. https://bit.ly/2jckeGR Crijns, H., Claeys, A., Cauberghe, V. y Hudders, L. (2017). Who says what during crises? A study about the interplay between gender similarity with the spokesperson and crisis response strategy. Journal of Business Research, 79, 143-151. https://bit.ly/2F5R9s8 Chiu, Y., Lin, C., & Liu, W. (2009). The affect transfer effect on spokes-characters. In ACME Proceedings (pp. 386-98). https://creativecommons.org/licenses/by-nc-sa/4.0/ Casidy, R. y Wymer, W. (2015). The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22(2), 117-135. https://bit.ly/2XJlaoR Cameron, A. y Trivedi, P. (2013). Regression analysis of count data. Cambridge: Cambridge University Press. Abitbol, A. y Lee, S. (2017). Messages on CSR-dedicated Facebook pages: What works and what doesn’t. Public Relations Review, 43(4), 796-808. https://bit.ly/2WHo0Jr Adorno, T. (2001). Epistemología y Ciencias Sociales. Madrid: Cátedra. Andréu Abela, J. (2011). Las técnicas de análisis de contenido: una revisión actualizada. Sevilla: Fundación Centro de Estudios Andaluces. gender The purpose of this research is to establish the effects of the popularity and gender of the models used in Facebook posts on the generation and/or the dissemination of Electronic Word of Mouth (eWOM) by users of said social network. To accomplish the objective, 300 brand publications from the three Colombian mobile phone companies with the largest number of followers on Facebook were analyzed. Through content analysis, publications are coded based on the type of celebrity they used and, subsequently, a robust Poisson regression model is applied to test the proposed hypotheses. The results suggest that the use of famous celebrities increases the participation of users through eWOM, while the use of common models decreases this&nbsp; participation. On the other hand, the use of male models significantly improves the rate of reactions and shared content with respect to female models. The findings make a contribution to the scarce literature in charge of analyzing the influence of the use of advertising models on eWOM. In addition, it raises managerial recommendations that can be applied by brands in their social networks to increase the interaction of their users. communication strategy popularity marketing telephony Journal article Effect of the use of models in online publications on the generation Electronic Word-of-Mouth 2462-8115 400 375 https://revistasojs.ucaldas.edu.co/index.php/kepes/article/download/4309/3963 2021-01-01T00:00:00Z 2021-01-01T00:00:00Z https://doi.org/10.17151/kepes.2021.18.23.13 10.17151/kepes.2021.18.23.13 1794-7111 2020-01-01
institution	UNIVERSIDAD DE CALDAS
thumbnail	https://nuevo.metarevistas.org/UNIVERSIDADDECALDAS/logo.png
country_str	Colombia
collection	Kepes
title	Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth
spellingShingle	Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth Rodríguez Orejuela, Augusto Murcia Zorrilla, Claudia Patricia Osorio Andrade, Carlos Fernando popularidad telefonía marketing género estrategia de comunicación gender communication strategy popularity marketing telephony
title_short	Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth
title_full	Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth
title_fullStr	Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth
title_full_unstemmed	Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth
title_sort	efecto del uso de modelos en publicaciones online sobre la generación electronic word-of-mouth
title_eng	Effect of the use of models in online publications on the generation Electronic Word-of-Mouth
description	El propósito de esta investigación consiste en establecer el efecto de la popularidad y el género de los modelos usados en publicaciones de Facebook sobre la generación y/o difusión de Electronic Word of Mouth (eWOM) por parte de usuarios de dicha red social. Para cumplir el objetivo, se analizan 300 publicaciones de marca en Facebook, de las tres empresas colombianas de telefonía móvil con un mayor número de seguidores. Mediante análisis de contenido, se codifican las publicaciones en función del tipo de celebridad que utilizaron y, posteriormente, se aplica un modelo de regresión de Poisson robusta para contrastar las hipótesis propuestas. Los resultados sugieren que el uso de celebridades famosas aumenta la participación de los usuariospor medio del eWOM, mientras que, el uso de modelos comunes disminuye dicha participación. Por otra parte, el uso de modelos masculinos mejora significativamente la tasa de reacciones y contenido compartido con respecto a modelos femeninos. Los hallazgos plantean un aporte a la literatura escasa encargada de analizar la influencia del uso de modelos en publicidad sobre el eWOM, además, plantea recomendaciones gerenciales que pueden ser aplicadas por marcas en sus redes sociales para aumentar la interacción de sus usuarios.&nbsp;
description_eng	The purpose of this research is to establish the effects of the popularity and gender of the models used in Facebook posts on the generation and/or the dissemination of Electronic Word of Mouth (eWOM) by users of said social network. To accomplish the objective, 300 brand publications from the three Colombian mobile phone companies with the largest number of followers on Facebook were analyzed. Through content analysis, publications are coded based on the type of celebrity they used and, subsequently, a robust Poisson regression model is applied to test the proposed hypotheses. The results suggest that the use of famous celebrities increases the participation of users through eWOM, while the use of common models decreases this&nbsp; participation. On the other hand, the use of male models significantly improves the rate of reactions and shared content with respect to female models. The findings make a contribution to the scarce literature in charge of analyzing the influence of the use of advertising models on eWOM. In addition, it raises managerial recommendations that can be applied by brands in their social networks to increase the interaction of their users.
author	Rodríguez Orejuela, Augusto Murcia Zorrilla, Claudia Patricia Osorio Andrade, Carlos Fernando
author_facet	Rodríguez Orejuela, Augusto Murcia Zorrilla, Claudia Patricia Osorio Andrade, Carlos Fernando
topicspa_str_mv	popularidad telefonía marketing género estrategia de comunicación
topic	popularidad telefonía marketing género estrategia de comunicación gender communication strategy popularity marketing telephony
topic_facet	popularidad telefonía marketing género estrategia de comunicación gender communication strategy popularity marketing telephony
citationvolume	18
citationissue	23
citationedition	Núm. 23 , Año 2021 : Enero - Junio
publisher	Universidad de Caldas
ispartofjournal	Kepes
source	https://revistasojs.ucaldas.edu.co/index.php/kepes/article/view/4309
language	Español
format	Article
rights	http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess https://creativecommons.org/licenses/by-nc-sa/4.0/
references	Liu, S. Q., Ozanne, M., & Mattila, A. S. (2018). Does expressing subjectivity in online reviews enhance persuasion? Journal of Consumer Marketing, 35(4),403-413. https://bit.ly/39MiyPN Pérez, M. L. (2014). Marketing boca a boca. Cómo conseguir que el consumidor hable de tu producto o marca (Tesis de doctorado). Departamento de Comercialización e Investigación de Mercados, Universidad de Murcia Facultad de Economía Y Empresa.http://www.tdx.cat/handle/10803/144666 Perelló, S., Muela, C. y Campos, M. (2018). La personificación de la marca en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz. Revista Latina de Comunicación Social (73), 1163-1178. https://bit.ly/2MHZE2v Oyserman, D. (2006). High Power, Low Power, and Equality: Culture Beyond Individualism and Collectivism. Journal of Consumer Psychology, 16(4), 352–356. https://bit.ly/2X6vvhD Navarro, A., Utzet, F., Puig, P., Caminal, J. y Martín, M. (2001). La distribución binomial negativa frente a la de Poisson en el análisis de fenómenos recurrentes. Gaceta Sanitaria, 15(5), 447-452. https://bit.ly/2IfOePp Mutinga, D., Moorman, M. y Smit, E. (2011). Introducing COBRAs. Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. https://bit.ly/2K3ok0t McArthur, L. y Resko, B. (1975). The Portrayal of Men and Women in American Television Commercials. The Journal of Social Psychology, 97(2), 209–220. https://bit.ly/2XH1XUG Lynch, J. y Schuler, D. (1994). The matchup effect of spokesperson and product congruency: A schema theory interpretation. Psychology & Marketing, 11(5), 417-445. https://bit.ly/2IfXmnk Long, L. (2011). The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions. African Journal of Business Management, 5(21), 8446-8457. https://bit.ly/2XeQoXK Li, F. y Du, T. (2017). The effectiveness of word of mouth in offline and online social networks. Expert Systems with Applications, 88, 338–351. https://doi.org/10.1007/s11747-016-0503-8 Pletikosa, I. y Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861. https://bit.ly/2FHKsiJ Lenoir, A., Puntoni, S., Red, A. y Verlegh, P. (2013). The impact of cultural symbols and spokesperson identity on attitudes and intentions. International Journal of Research in Marketing, 30(4), 426-428. https://bit.ly/2RgPHYH Krippendorff, K. (2012). Content analysis: an introduction to its methodology. Los Angeles, CA: SAGE. Kyrousi, A., Panigyrakis, G. y Panopoulos, A. (2016). Attitudes toward ads portraying women in decorative roles and female competition: An evolutionary psychology perspective. International Journal of Advertising, 35(5), 771-798. https://bit.ly/2WGd7MU Knoll, J. y Matthes, J. (2016). The effectiveness of celebrity endorsements : a meta-analysis. Journal of the Academy of Marketing Science. http://dx.doi.org/10.1007/s11747-016-0503-8 Kim, J., Lee, J. y Chung, Y. (2017). Product Type and Spokespersons in Native Advertising - The Role of Congruency and Acceptance. Journal of Interactive Advertising, 17(2), 109-123. https://bit.ly/2IcLW3n Jones, J. y Waller, N. (2013). Computing confidence intervals for standardized regression coefficients. Psychological Methods, 18(4), 435-453. https://bit.ly/2F97f47 Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations (2a ed). London: SAGE Publication. Hoffner, C. (1996). Children’s wishful identification and parasocial interaction with favorite television characters. Journal of Broadcasting and Electronic Media, 40(3), 389-402. https://bit.ly/2Fa8W19 Heejae, S., & Dahana, W. D. (2017). The moderating roles of prior attitude and message acceptance in electronic word of mouth. International Journal of Business and Information, 12(2), 183. Pileliene, L. y Grigaliunaite, V. (2017). The effect of female celebrity spokesperson in FMCG avertising: neuromarketing approach. Journal of Consumer Marketing, 34(3), 202-213. https://bit.ly/2IeIUfi Pradhan, D., Kapoor, V. y Moharana, T. (2017). One step deeper: gender and congruity in celebrity endorsement. Marketing Intelligence & Planning, 35(6), 774-788. https://bit.ly/2XNTsr8 Giraldo, O. (1972). El machismo como fenómeno psicocultural. Revista Latinoamericana de Psicología, 4(3), 295-309. https://bit.ly/2ZqkGnX Yoon, D. y Kim, Y. (2015). The Roles of a Spokesperson and Brand-Message Congruity in Advertising Effectiveness of Coffeehouse Brands The Roles of a Spokesperson and Brand-Message Congruity in Advertising. Journal of Quality Assurance in Hospitality & Tourism, 16(4), 347-368. https://bit.ly/2ZmMIke Zoghaib, A. (2017). The contribution of a brand spokesperson’s voice to consumer-based brand equity. Journal of Product & Brand Management, 26(5), 492-502. https://bit.ly/2X6vQAT Zhang, H., Liang, X., & Qi, C. (2020). Investigating the impact of interpersonal closeness and social status on electronic word-of-mouth effectiveness. Journal of Business Research. https://www.x-mol.com/paperRedirect/1347277775796588544 Yeh, Y. y Choi, S. (2011). Mini-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications, 17(3), 145-162. https://bit.ly/2WINtXZ Sarmiento, J., Curiel, J. y Antonovica, A. (2018). Word-of-Mouth Communication as a Consequence of Relationship Quality in Online Environments. Palabra Clave, 21(4), 1075-1106. https://bit.ly/2IE1gVX Winterich, K., Gangwar, M. y Grewal, R. (2018). When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements. Journal of Marketing, 82(3), 70-86. https://bit.ly/2ZmzHah Tafesse, W. y Korneliussen, T. (2013). Examining the effect of using multiple media tools on the marketing performance of organizations in a trade campaign environment. Journal of Marketing Communications, 19(3), 215-227. https://bit.ly/2Xepyz3 Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence and Planning, 33(6), 927–943. https://bit.ly/2XaEs9n Stout, P. y Moon, Y. (1990). Use of endorsers in magazine advertisements.Journalism & Mass Communication Quarterly, 67(3), 536-546. https://bit.ly/2RcTNB2 Stojanovic, I., Andreu, L. y Curras, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1), 83–100. https://bit.ly/2JYDE0w Stycos, J. (1958). Familia y fecundidad en Puerto Rico; estudio del grupo de ingresos más bajos. México, D.F.: Fondo de Cultura Económica. Schultz, C. (2017). Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages? Electronic Commerce Research and Applications, 26, 23-34. https://bit.ly/2WF1HUK Shyong, J., Cheng, Y. y Chu, Y. (2013). Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators. Human Factors and Ergonomics in Manufacturing, 23(5), 357-367. https://bit.ly/2MMy2tk Schimmelpfennig, Ch. (2018). Who is the Celebrity Endorser ? A Content Analysis of Celebrity Endorsements Who is the Celebrity Endorser ? A Content Analysis of Celebrity Endorsements. Journal of International Consumer Marketing, 30(4), 220-234. https://bit.ly/2KKRzrv Guo, B. y Zhou, S. (2017). What makes population perception of review helpfulness: an information processing perspective. 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Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth .

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