¿Quién habla de ti en internet? Una exploración de la ‘blogosfera’ afín a temas alimenticios = Who talks about you on the internet? An exploration of the food-related ‘blogosphere’
DOI :
https://doi.org/10.18002/pec.v0i16/17.1340Mots-clés :
Alimentación, Boca-oreja electrónico, Blogosfera, Liderazgo de opinión, Redes sociales online, Publicidad, Food, Electronic word-of-mouth, Blogosphere, Opinion leadership, Online social networks, AdvertisingRésumé
El consumidor actual de productos alimenticios está cada vez más concienciado con su dieta, su estilo de vida y su presupuesto, y por tanto, está más informado y es más exigente. De ello es testigo internet y los social media, cuyo potencial es enorme. En estas plataformas se relacionan millones de individuos formando redes por las que fluye comunicación ‘boca-oreja’ electrónica de gran repercusión para las empresas. Analizar estas redes sociales y mantener el contacto con ellas permite obtener un valioso feedback para la organización. En este de trabajo de investigación se realiza una exploración de la ‘blogosfera’ relacionada con alimentación, su capacidad de prescripción y su posicionamiento ante la publicidad. Finalmente se consideran diferentes aspectos que dan pie a posibles líneas de investigación futura.
Today’s consumer is becoming increasingly aware of his/her diet, lifestyle and budget, and is therefore more informed and more demanding. The Internet and social media, whose potential is huge, are faithful witnesses of it. Millions of individuals interact on these platforms, creating networks through which ‘electronic word-of-mouth’ of great impact for companies flows. By analyzing and maintaining direct contact with these social networks, researchers can obtain valuable feedback for the organization. This research paper presents an exploration of the food-related ‘blogosphere’, its prescriptive capacity and positioning towards advertising. Finally, some possible lines of further research are considered.
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