Sobre el boca-oreja en la web

Franganillo, Jorge Sobre el boca-oreja en la web. Uno, 2009, p. 21. [Journal article (Paginated)]

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English abstract

Consumers are becoming increasingly skeptical of marketing promises: more and more people avoid buying anything unless they first read others' opinion on the Internet. Advertising makeup is no longer effective: consumers no longer listen to the company, but they listen to each other. Companies are affected by this situation, so they have to rethink their communication strategy to control their online reputation.

Spanish abstract

Cada vez más personas desconfían de la publicidad y evitan comprar nada a menos que primero consulten en Internet la opinión de otros consumidores. El maquillaje publicitario ya no es eficaz: los consumidores ya no escuchan a la empresa, sino que se escuchan entre ellos. Esta realidad afecta a las empresas, que han de replantear su estrategia de comunicación para controlar su reputación digital.

Item type:	Journal article (Paginated)
Keywords:	online reputation, online-shopping portals and communities, web, Internet, Web 2.0, comercio electrónico, comunidades cirtuales
Subjects:	H. Information sources, supports, channels. > HQ. Web pages. B. Information use and sociology of information > BA. Use and impact of information. B. Information use and sociology of information > BC. Information in society.
Depositing user:	Jorge Franganillo
Date deposited:	30 Dec 2009
Last modified:	02 Oct 2014 12:16
URI:	http://hdl.handle.net/10760/14121

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