Resumen

ARANGO-PASTRANA, Carlos Alberto; OSORIO-ANDRADE, Carlos Fernando  y  ARANGO-ESPINAL, Edwin. eWOM in times of COVID-19: An empirical analysis of Colombian brands on Facebook. estud.gerenc. [online]. 2021, vol.37, n.158, pp.28-36.  Epub 19-Mar-2021. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2021.158.4267.

The effects of the different message strategies related to COVID-19 on the generation of eWOM were analyzed; that is, if the publications referring to the pandemic receive greater participation by users of social networks in Colombia. 562 company posts on Facebook were reviewed, of which 382 were subjected to the negative binomial regression model. It was found that no message strategy related to COVID-19 affects the rate of comments. The influence of different types of content on reactions and shared content was also identified. It is concluded that social networks are recreation and entertainment scenarios; therefore, the informative content does not generate impacts on the volume of comments, reactions, or share content.

Palabras clave : eWOM; COVID-19; Facebook; marketing; social networks.

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