Compromiso del consumidor como estrategia de comunicación para fomentar la abogacía de marca en fanpages de Facebook
DOI:
https://doi.org/10.5294/pacla.2022.25.3.3Palabras clave:
Abogacía de marca, compromiso del consumidor, comunidad virtual de marca, consumidor, estrategias de comunicación, Facebook, internet, marca, redes socialesResumen
Debido al gran interés suscitado por académicos y profesionales respecto de la relación y la comunicación entre consumidores y marcas en redes sociales, el presente estudio analiza el compromiso del consumidor con la marca (CBE - consumer brand engagement), su participación en comunidades virtuales de marca y su efecto sobre la abogacía por la marca. Para tal efecto, se realizó una encuesta a 306 usuarios de Facebook en Colombia. Los datos se analizaron mediante un modelo SEM-PLS a través del software Smartpls 3. Los resultados mostraron que la participación del consumidor en comunidades virtuales influye en el CBE e impulsa la abogacía por la marca. Además, se identificó que el CBE puede ser mediador entre comportamientos asociados a la participación en comunidades virtuales de marca y la abogacía por la marca.
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