<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232022000300358</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2022.164.5241</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Efectos de las consultas boca a boca en redes sociales en la compra de cosméticos en Ecuador]]></article-title>
<article-title xml:lang="en"><![CDATA[Effects of word-of-mouth consultations in social networks on the purchase of cosmetics in Ecuador]]></article-title>
<article-title xml:lang="pt"><![CDATA[Efeitos das consultas boca a boca nas redes sociais na compra de cosméticos no Equador]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mendoza-Moreira]]></surname>
<given-names><![CDATA[Madelyn]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Moliner-Velázquez]]></surname>
<given-names><![CDATA[Beatriz]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Valencia  ]]></institution>
<addr-line><![CDATA[Valencia ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Valencia  ]]></institution>
<addr-line><![CDATA[Valencia ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2022</year>
</pub-date>
<volume>38</volume>
<numero>164</numero>
<fpage>358</fpage>
<lpage>369</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232022000300358&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232022000300358&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232022000300358&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las redes sociales han reestructurado el paradigma de la comunicación en el marketing. Investigaciones recientes demuestran que la conducta de consultar reseñas está adquiriendo un rol fundamental en la decisión de compra de los consumidores. En este contexto, el presente estudio desarrolló un marco de investigación para determinar la cadena de relación entre influencia social, credibilidad percibida del boca a boca, adopción del boca a boca e intención de compra aplicada a la industria cosmética del Ecuador. A través de una muestra de 406 consumidores y la aplicación del método de análisis de ecuaciones estructurales, los resultados evidencian el vínculo existente entre las variables planteadas. Se presentan importantes implicaciones para la gestión de la comunicación del sector analizado. Clasificación JEL: M31.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Social networks have restructured the marketing communication paradigm. Recent research shows that the behavior of consulting reviews is acquiring a fundamental role in the purchase decision of consumers. In this context, the present study developed a research framework to determine the relationship among the variables social influence, word-of-mouth perceived credibility, word-of-mouth adoption, and purchase intention applied to the cosmetics industry in Ecuador. Through a sample of 406 customers and the application of the structural equation analysis method, the results evidence the connection between the variables proposed. Significant implications are presented for the communication management of the companies of the analyzed sector.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo As redes sociais reestruturaram o paradigma da comunicação no marketing. Pesquisas recentes mostram que o comportamento de revisão está assumindo um papel crítico nas decisões de compra dos consumidores. Nesse contexto, o presente estudo desenvolveu uma estrutura de pesquisa para determinar a cadeia de relacionamento entre influência social, credibilidade boca a boca percebida, adoção boca a boca e intenção de compra aplicada à indústria de cosméticos equatoriana. Através de uma amostra de 406 consumidores e da aplicação do método de análise de equações estruturais, os resultados mostram a relação entre as variáveis levantadas. Apresentam-se importantes implicações para a gestão da comunicação do setor analisado.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[eWOM en redes sociales]]></kwd>
<kwd lng="es"><![CDATA[influencia social]]></kwd>
<kwd lng="es"><![CDATA[credibilidad percibida del eWOM]]></kwd>
<kwd lng="es"><![CDATA[adopción del eWOM]]></kwd>
<kwd lng="es"><![CDATA[intención de compra]]></kwd>
<kwd lng="en"><![CDATA[social networks eWOM]]></kwd>
<kwd lng="en"><![CDATA[social influence]]></kwd>
<kwd lng="en"><![CDATA[eWOM perceived credibility]]></kwd>
<kwd lng="en"><![CDATA[eWOM adoption]]></kwd>
<kwd lng="en"><![CDATA[purchase intention]]></kwd>
<kwd lng="pt"><![CDATA[WOM nas redes sociais]]></kwd>
<kwd lng="pt"><![CDATA[influência social]]></kwd>
<kwd lng="pt"><![CDATA[credibilidade percebida do eWOM]]></kwd>
<kwd lng="pt"><![CDATA[adoção do eWOM]]></kwd>
<kwd lng="pt"><![CDATA[intenção de compra]]></kwd>
</kwd-group>
</article-meta>
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