<?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>1657-6276</journal-id>
<journal-title><![CDATA[Pensamiento & Gestión]]></journal-title>
<abbrev-journal-title><![CDATA[Pensam. gest.]]></abbrev-journal-title>
<issn>1657-6276</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universidad del Norte - Barranquilla, Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1657-62762020000100251</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Dos décadas de investigación en electronic word-of-mouth: un análisis bibliométrico]]></article-title>
<article-title xml:lang="en"><![CDATA[Two decades of research in Electronic Word of Mouth: a bibliometric analysis]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez Orejuela]]></surname>
<given-names><![CDATA[Augusto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Osorio Andrade]]></surname>
<given-names><![CDATA[Carlos Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Peláez Muñoz]]></surname>
<given-names><![CDATA[Jenny]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad del Valle  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<numero>48</numero>
<fpage>251</fpage>
<lpage>275</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1657-62762020000100251&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1657-62762020000100251&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1657-62762020000100251&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El propósito de este documento consiste en analizar la literatura desarrollada alrededor del voz a voz electrónico (eWOM), en dos décadas, identificando la evolución del campo, autores principales, afiliación institucional, países de mayor producción, conceptos clave y futuras líneas de investigación. Se emplea un análisis bibliométrico de 811 artículos publicados en Web of Science, se identifican dos corrientes de investigación en el área, una enfocada en analizar antecedentes del eWOM y la otra en estudiar el comportamiento eWOM en el contexto de la industria de la hotelería y el turismo. Se identifican también, los términos más recurrentes estudiados en este campo. Los resultados reflejan que la investigación en eWOM ha crecido de manera sostenida en los últimos años, sin embargo, el estudio de este fenómeno en América Latina continua en una etapa incipiente de desarrollo. Se proponen como futuras líneas de investigación, relacionar el eWOM con variables poco exploradas, como la calidad del producto y del servicio, el capital social y la equidad de marca. También considerar abordar metodologías novedosas para su estudio, como el análisis de sentimientos mediante machine learning. Esta investigación aporta al campo de investigación en eWOM ya que presenta indicadores científicos mediante el uso de técnicas bibliométricas que hasta el momento, no han sido utilizadas para revisar la literatura alrededor de este concepto.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The purpose of this document is to analyze the literature developed around electronic voice-to-voice (eWOM), in two decades, identifying the evolution of the field, main authors, institutional affiliation, countries of higher production, key concepts and future lines of research. A bibliometric analysis of 811 articles published in the Web of Science is used, two streams of research in the area are identified, one focused on analyzing the history of eWOM and the other on studying eWOM behavior in the context of the industry of the hospitality and tourism. The most recurrent terms studied in this field are also identified. The results reflect that research in eWOM has grown steadily in recent years, however, the study of this phenomenon in Latin America continues at an incipient stage of development. They are proposed as future lines of research, relating the eWOM with little explored variables, such as the quality of the product and the service, social capital and brand equity. Also consider addressing novel methodologies for your study, such as sentiment analysis using machine learning. This research contributes to the field of research in eWOM since it presents scientific indicators through the use of bibliometric techniques that until now have not been used to review the literature around this concept.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[análisis bibliométrico]]></kwd>
<kwd lng="es"><![CDATA[eWOM]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="en"><![CDATA[bibliometric analysis]]></kwd>
<kwd lng="en"><![CDATA[eWOM]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
</kwd-group>
</article-meta>
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