<?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>2215-910X</journal-id>
<journal-title><![CDATA[Suma de Negocios]]></journal-title>
<abbrev-journal-title><![CDATA[suma neg.]]></abbrev-journal-title>
<issn>2215-910X</issn>
<publisher>
<publisher-name><![CDATA[Fundación Universitaria Konrad Lorenz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2215-910X2018000200077</article-id>
<article-id pub-id-type="doi">10.14349/sumneg/2018.v9.n20.a1</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[A dynamic analysis of the effects of word-of-mouth on online brand communities]]></article-title>
<article-title xml:lang="es"><![CDATA[Un análisis dinámico de los efectos del boca a boca en las comunidades de marcas en línea]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Herrera]]></surname>
<given-names><![CDATA[Milton M.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[León]]></surname>
<given-names><![CDATA[Leonela S.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vargas-Ortiz]]></surname>
<given-names><![CDATA[Lorena K.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Militar Nueva Granada  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Piloto de Colombia  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Piloto de Colombia  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>9</volume>
<numero>20</numero>
<fpage>77</fpage>
<lpage>85</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2215-910X2018000200077&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2215-910X2018000200077&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2215-910X2018000200077&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The increase of brand communities is an important aspect that affects the purchase process of online consumers. This research aims to assess the effects of word-of-mouth (WOM) on online brand communities in the food industry in Colombia. The paper presents a simulation model of online consumers&#8217; purchase processes which allows us to understand the viral marketing strategy and answers the following question: What is the function of WOM for online brand communities and what role does it play in food consumption? The model shows the change of consumer states and allows the understanding of behavior during the development of the brand, WOM, the viral effects in the market and the analysis of market penetration or the adoption of a complex service structure in closed cycles. The findings from research into these issues can be used as guidelines to determine a suitable marketing policy that could be adopted for agribusiness.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El aumento de las comunidades de marcas es un aspecto importante que afecta el proceso de compra de los consumidores en línea. Este artículo tiene como objetivo evaluar los efectos del boca a boca (WOM, por sus siglas en inglés) en las comunidades de marcas en línea de la industria de alimentos en Colombia. El artículo presenta un modelo de simulación del proceso de compra que permite comprender la estrategia de marketing viral y responder al interrogante: ¿Cuál es el papel de WOM en las comunidades de marcas en línea y su dinámica en el consumo de alimentos? El modelo muestra el cambio de los estados de los consumidores y permite comprender el comportamiento en el tiempo del desarrollo de la marca, el WOM, los efectos virales en el mercado y el análisis de la penetración en el mercado o la adopción de una compleja estructura de servicio en ciclo cerrado. Estos hallazgos se pueden utilizar para determinar la política de comercialización adecuada que podría adoptarse para el agro negocio.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Word-of-mouth]]></kwd>
<kwd lng="en"><![CDATA[Viral marketing]]></kwd>
<kwd lng="en"><![CDATA[Simulation modeling]]></kwd>
<kwd lng="en"><![CDATA[Online brand communities]]></kwd>
<kwd lng="en"><![CDATA[Food consumption]]></kwd>
<kwd lng="es"><![CDATA[Boca a boca, mercado viral]]></kwd>
<kwd lng="es"><![CDATA[modelado de simulación]]></kwd>
<kwd lng="es"><![CDATA[comunidades de marca en línea]]></kwd>
<kwd lng="es"><![CDATA[consumo de alimentos]]></kwd>
</kwd-group>
</article-meta>
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