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
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1794-7111
2462-8115
18
2020-01-01
375
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Efecto del uso de modelos en publicaciones online sobre la generación Electronic Word-of-Mouth Effect of the use of models in online publications on the generation Electronic Word-of-Mouth 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.  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  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. Osorio Andrade, Carlos Fernando Murcia Zorrilla, Claudia Patricia Rodríguez Orejuela, Augusto estrategia de comunicación género marketing popularidad telefonía communication strategy gender marketing popularity telephony 18 23 Núm. 23 , Año 2021 : Enero - Junio Artículo de revista Journal article 2021-01-01T00:00:00Z 2021-01-01T00:00:00Z 2020-01-01 application/pdf Universidad de Caldas Kepes 1794-7111 2462-8115 https://revistasojs.ucaldas.edu.co/index.php/kepes/article/view/4309 10.17151/kepes.2021.18.23.13 https://doi.org/10.17151/kepes.2021.18.23.13 spa https://creativecommons.org/licenses/by-nc-sa/4.0/ 375 400 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. Cameron, A. y Trivedi, P. (2013). Regression analysis of count data. Cambridge: Cambridge University Press. 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 Chiu, Y., Lin, C., & Liu, W. (2009). The affect transfer effect on spokes-characters. In ACME Proceedings (pp. 386-98). 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 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 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 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 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 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 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 Giraldo, O. (1972). El machismo como fenómeno psicocultural. Revista Latinoamericana de Psicología, 4(3), 295-309. https://bit.ly/2ZqkGnX 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 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. 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 Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations (2a ed). London: SAGE Publication. Jones, J. y Waller, N. (2013). Computing confidence intervals for standardized regression coefficients. Psychological Methods, 18(4), 435-453. https://bit.ly/2F97f47 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 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 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 Krippendorff, K. (2012). Content analysis: an introduction to its methodology. Los Angeles, CA: SAGE. 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 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 Stycos, J. (1958). Familia y fecundidad en Puerto Rico; estudio del grupo de ingresos más bajos. México, D.F.: Fondo de Cultura Económica. 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 Stout, P. y Moon, Y. (1990). Use of endorsers in magazine advertisements.Journalism & Mass Communication Quarterly, 67(3), 536-546. https://bit.ly/2RcTNB2 Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence and Planning, 33(6), 927–943. https://bit.ly/2XaEs9n 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 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 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 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 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 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 https://revistasojs.ucaldas.edu.co/index.php/kepes/article/download/4309/3963 info:eu-repo/semantics/article http://purl.org/coar/resource_type/c_6501 info:eu-repo/semantics/publishedVersion http://purl.org/coar/version/c_970fb48d4fbd8a85 info:eu-repo/semantics/openAccess http://purl.org/coar/access_right/c_abf2 Text Publication |
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UNIVERSIDAD DE CALDAS |
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https://nuevo.metarevistas.org/UNIVERSIDADDECALDAS/logo.png |
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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 Osorio Andrade, Carlos Fernando Murcia Zorrilla, Claudia Patricia Rodríguez Orejuela, Augusto estrategia de comunicación género marketing popularidad telefonía communication strategy gender marketing popularity 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. 
|
| 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  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 |
Osorio Andrade, Carlos Fernando Murcia Zorrilla, Claudia Patricia Rodríguez Orejuela, Augusto |
| author_facet |
Osorio Andrade, Carlos Fernando Murcia Zorrilla, Claudia Patricia Rodríguez Orejuela, Augusto |
| topicspa_str_mv |
estrategia de comunicación género marketing popularidad telefonía |
| topic |
estrategia de comunicación género marketing popularidad telefonía communication strategy gender marketing popularity telephony |
| topic_facet |
estrategia de comunicación género marketing popularidad telefonía communication strategy gender marketing popularity 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 |
spa |
| format |
Article |
| rights |
https://creativecommons.org/licenses/by-nc-sa/4.0/ info:eu-repo/semantics/openAccess http://purl.org/coar/access_right/c_abf2 |
| references |
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. Cameron, A. y Trivedi, P. (2013). Regression analysis of count data. Cambridge: Cambridge University Press. 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 Chiu, Y., Lin, C., & Liu, W. (2009). The affect transfer effect on spokes-characters. In ACME Proceedings (pp. 386-98). 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 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 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 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 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 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 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 Giraldo, O. (1972). El machismo como fenómeno psicocultural. Revista Latinoamericana de Psicología, 4(3), 295-309. https://bit.ly/2ZqkGnX 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 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. 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 Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations (2a ed). London: SAGE Publication. Jones, J. y Waller, N. (2013). Computing confidence intervals for standardized regression coefficients. Psychological Methods, 18(4), 435-453. https://bit.ly/2F97f47 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 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 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 Krippendorff, K. (2012). Content analysis: an introduction to its methodology. Los Angeles, CA: SAGE. 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 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 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 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 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 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 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 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 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 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 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 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 Pletikosa, I. y Michahelles, F. (2013). Online engagement factors on Facebook brand pages. 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