<?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>1794-192X</journal-id>
<journal-title><![CDATA[Revista Guillermo de Ockham]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Guillermo Ockham]]></abbrev-journal-title>
<issn>1794-192X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de San Buenaventura Cali]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1794-192X2023000100273</article-id>
<article-id pub-id-type="doi">10.21500/22563202.5492</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Voz a voz electrónico: una revisión sistemática de literatura]]></article-title>
<article-title xml:lang="en"><![CDATA[Electronic Voice-to-Voice: A Systematic Literature Review]]></article-title>
</title-group>
<contrib-group>
<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[Espinal]]></surname>
<given-names><![CDATA[Edwin Arango]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez Orejuela]]></surname>
<given-names><![CDATA[Héctor Augusto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del Valle Facultad de Ciencias de la Administración ]]></institution>
<addr-line><![CDATA[Caicedonia ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad del Valle Facultad de Ciencias de la Administración ]]></institution>
<addr-line><![CDATA[Tuluá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad del Valle Facultad de Ciencias de la Administración ]]></institution>
<addr-line><![CDATA[Cali ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>21</volume>
<numero>1</numero>
<fpage>273</fpage>
<lpage>287</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1794-192X2023000100273&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1794-192X2023000100273&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1794-192X2023000100273&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de la investigación es examinar y evaluar la literatura existente sobre el eWOM (electronic Word Of Mouth o voz a voz electrónico) por medio de un análisis bibliométrico, que incluye importantes herramientas de mapeo científico. Para esto, se llevó a cabo una búsqueda bibliográfica en la base de datos Scopus, la cual arrojó 841 publicaciones que fueron estudiadas mediante tres tipos de indicadores: cantidad, calidad y estructurales. Asimismo, para lograr una mejor visualización de los datos, se utilizó el programa VOSviewer, que permitió generar redes bibliométricas de acoplamiento bibliográfico y de coocurrencia de términos, con los cuales se identificaron las principales áreas de investigación. De este modo, se logró evidenciar que los estudios en eWOM han tenido un crecimiento progresivo en los últimos cinco años; su producción es liderada por países desarrollados como Estados Unidos, Taiwán y España, con poca representatividad de las naciones latinoamericanas. A partir de un análisis cualitativo de la literatura más reciente, se definieron las futuras líneas de investigación para el desarrollo de estudios complementarios.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The aim of the research was to analyze and evaluate the existing literature on eWOM by means of a bibliometric analysis, which included important scientific mapping tools. Thus, a bibliographic search was carried out in the Scopus database, which yielded 841 publications, which were analyzed on the basis of three types of indicators: quantity, quality and structural. Likewise, to achieve a better visualization of the information, VOSviewer software was used to generate bibliometric networks of bibliographic coupling and co-occurrence of terms, with which the main areas of research were identified. Based on the above, it became evident that the studies in eWOM have had a progressive growth in the last 5 years, which have been led by developed countries such as the United States, Taiwan and Spain; however, there is little representation of Latin American countries. Finally, based on a qualitative analysis of the most recent literature, future lines of research for the development of complementary studies were identified.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[análisis bibliométrico]]></kwd>
<kwd lng="es"><![CDATA[eWOM]]></kwd>
<kwd lng="es"><![CDATA[Scopus]]></kwd>
<kwd lng="es"><![CDATA[VOSviewer]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[revisiones en línea]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[publicidad digital]]></kwd>
<kwd lng="es"><![CDATA[revisión de literatura]]></kwd>
<kwd lng="en"><![CDATA[bibliometric analysis]]></kwd>
<kwd lng="en"><![CDATA[eWOM]]></kwd>
<kwd lng="en"><![CDATA[Scopus]]></kwd>
<kwd lng="en"><![CDATA[VOSviewer]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[online reviews]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[digital advertising]]></kwd>
<kwd lng="en"><![CDATA[literature review]]></kwd>
</kwd-group>
</article-meta>
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