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3 results on '"Sandra Tobon"'

1. Influencers vs the power of the crowd: A research about social influence on digital era

Author

Sandra Tobon and Jesús García-Madariaga

Subjects
opinion leader recommendations, online consumer reviews, social influence, experimental design, online shopping experience, Business, HF5001-6182
Abstract

Opinion leader recommendations (OL’ eWOM) and Online Consumer Reviews (OCR) are the two most important ways to know about new brands on the Internet. This research analyzed which source provides more credible information: OL' eWOM or OCR. A sample of 146 university students was randomly divided into three groups (OL, OCR, Control Group) in an online experiment field. A Nonparametric Analysis of Variance (N par Test) with the Omnibus Kruskal-Wallis Test was conducted between groups with OL' eWOM, OCR, and CG. The results evidenced that OCRs are a more useful source of information than OL’ eWOM and when the consumer shopping experience was included, this influence is even stronger. As more online shopping experience a consumer has, the less they are influenced by OLs.

Published
2021
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2. Influencers vs the power of the crowd: A research about social influence on digital era

Author

Jesús García-Madariaga and Sandra Tobon

Subjects
influencia social, Economics and Econometrics, recomendações de líderes de opinião, experimental design, HF5001-6182, Digital era, Strategy and Management, online consumer reviews, Sample (statistics), opinion leader recommendations, Power (social and political), influência social, experiencia de compra online, Management of Technology and Innovation, diseño experimental, online shopping experience, desenho experimental, experiência de compras on-line, Business, Business and International Management, Social influence, Marketing, business.industry, Opinion leadership, Advertising, Influencer marketing, Test (assessment), recomendaciones de líderes de opinión, The Internet, consumer reviews, business, Psychology, Finance, reseñas de consumidores, social influence
Abstract

Opinion leader recommendations (OL’ eWOM) and Online Consumer Reviews (OCR) are the two most important ways to know about new brands on the Internet. This research analyzed which source provides more credible information: OL' eWOM or OCR. A sample of 146 university students was randomly divided into three groups (OL, OCR, Control Group) in an online experiment field. A Nonparametric Analysis of Variance (N par Test) with the Omnibus Kruskal-Wallis Test was conducted between groups with OL' eWOM, OCR, and CG. The results evidenced that OCRs are a more useful source of information than OL’ eWOM and when the consumer shopping experience was included, this influence is even stronger. As more online shopping experience a consumer has, the less they are influenced by OLs. JEL classification: M31; M37. Resumen Las recomendaciones de líderes de opinión (OL' eWOM) y las reseñas de consumidores en línea (OCR) son las dos formas más importantes de conocer nuevas marcas en Internet. Esta investigación analizó qué fuente proporciona información más creíble: OL' eWOM u OCR. Una muestra de 146 estudiantes universitarios se dividió aleatoriamente en tres grupos (OL, OCR, Grupo de control) en un experimento en línea. Los datos fueron analizados con un Análisis no Paramétrico de Varianza con prueba Omnibus Kruskal- Wallis entre grupos. Los resultados evidenciaron que los OCR son una fuente de información más útil que OL' eWOM, y cuando se incluyó la experiencia de compra del consumidor, esta influencia es aún más fuerte. Los consumidores con menos experiencia de compra online pueden verse influenciados por las OL' eWOM. Resumo As recomendações de líderes de opinião (OL' eWOM) e as Online Consumer Reviews (OCR) são as duas formas mais importantes para conhecer as novas marcas na Internet. Esta pesquisa analisou qual fonte fornece informações mais confiáveis: OL' eWOM ou OCR. Uma amostra de 146 estudantes universitários foi dividida aleatoriamente em três grupos (OL, OCR, Grupo de controle) em um experimento online. Os dados foram analisados com uma Análise de variância não paramétrica com o teste Omnibus Kruskal- Wallis entre grupos. Os resultados demonstraram que os OCR são uma fonte de informação mais útil do que OL' eWOM, e quando a experiência de compra do consumidor foi incluída, esta influência é ainda mais forte. Os consumidores com menos experiência em compras online podem ser influenciados pelas OL' eWOM.

Published
2021

3. El papel de la discriminación de estímulos en la lealtad hacia un producto de consumo masivo

Author

Sandra Tobón and Andrés M. Pérez Acosta

Subjects
aprendizaje de marca, atributos de producto, discriminación de marca, lealtad de marca., Commerce, HF1-6182, Business, HF5001-6182
Abstract

La lealtad de marca se define como la compra sistemática de una misma marca en distintas instancias de compra y la discriminación de estímulos como la capacidad de los individuos de diferenciar un estímulo de un conjunto con características similares. Esta investigación evalúa el papel de la discriminación de marca/producto por parte de consumidores con historias diferenciales de consumo de un producto de consumo masivo respecto de las distintas opciones en una categoría. Los resultados permiten concluir que la discriminación no es una condición necesaria para la lealtad de marca, de forma el hecho de que el consumidor pueda diferenciar una marca, ya sea por los atributos del producto o las características simbólicas de la marca, no garantiza la compra o consumo exclusiva de la misma. Los resultados se analizaron a la luz de las teorías del mercadeo y psicológicas del consumo y sus implicaciones en ambas áreas del conocimiento.

Published
2016
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