Servicios Personalizados
Revista
Articulo
Indicadores
- Citado por SciELO
- Accesos
Links relacionados
- Citado por Google
- Similares en SciELO
- Similares en Google
Compartir
Estudios Gerenciales
versión impresa ISSN 0123-5923
Resumen
LONDONO-SILVA, Ana Marcela; OSORIO-ANDRADE, Carlos Fernando y PELAEZ-MUNOZ, Jenny Piedad. Effects of the advertising language and the tourist destination used in Facebook commercial pages on the generation of electronic word of mouth. estud.gerenc. [online]. 2020, vol.36, n.156, pp.264-271. ISSN 0123-5923. https://doi.org/10.18046/j.estger.2020.156.3895.
The purpose of this study was to analyze the influence of the advertising language and the tourist destination used in advertising in the generation of electronic word of mouth on Facebook. Through content analysis, 290 publications on Facebook commercial pages of tour operators were analyzed, and, to contrast the proposed effects, a Poisson regression model was applied. The results suggest that using beach tourism, rural and educational destinations in advertising, as well as cognitive advertising language, favors the appearance of electronic word of mouth. In this way, companies seeking to increase their participation metrics in social networks can use this type of content to increase the participation of their followers.
Palabras clave : electronic word of mouth; tourist destination; advertising language.