¿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.v0i16/17.1340Palabras clave:
Alimentación, Boca-oreja electrónico, Blogosfera, Liderazgo de opinión, Redes sociales online, Publicidad, Food, Electronic word-of-mouth, Blogosphere, Opinion leadership, Online social networks, AdvertisingResumen
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.
Descargas
Citas
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
Bacchetti, P. (2012). Me gusta, no me gusta. Aral, 1597, 16-22.
Bae, S. y Lee, T. (2011). Product type and consumers’ perception of online consumer reviews. Electronic Markets, 21, 255–266.
Barclay, D., Higgins, C. y Thompson, R. (1995). The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use as an illustration. Technology Studies, 2, 285- 309.
Barltett, M.S. (1954). A note on the multiplying factors for various chi square approximations.
Journal of the Royal Statistical Society, 16, 296-298.
Bearden, W.O. y Etzel, M.J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194.
Ben Miled, H. y Le Louarn, P. (1994). Analyse comparative de deux échelles de mesure du leadership d'opinion: Validité et interpretation. Recherche et Applications en Marketing, 9(4), 23-51.
Brass, D.J. (1984). Being in the right place: A structural analysis of individual influence in an organization. Administrative Science Quarterly, 29, 518–539.
Brass, D.J., Butterfield, K.D. y Skaggs, B.C. (1998). Relationships and unethical behavior: A social network perspective. Academy of Management Review, 23, 14–31.
Brown, J.J. y Reingen, P.H. (1987). Social ties and word-of-mouth referral behaviour. Journal of Consumer Research, 14(3), 350-362.
Brunsø, K. y Grunert, K.G. (1995). Development and testing of a crossculturally valid instrument: Food-related life style. Advances in Consumer Research, 22, 475-480.
Brunsø, K., Scholderer, J. y Grunert, K.G. (1995). Closing the gap between values and behavior: A means–end theory of lifestyle. Journal of Business Research, 57, 665–670.
Chaney, I.M. (2011). Opinion leaders as a segment for marketing communications. Marketing Intelligence & Planning, 19(5), 302–308.
Childers, T.L. (1986). Assessment of the psychometric properties of an opinion leadership scale. Journal of Marketing Research, 23(2), 84-188.
Cho, Y., Hwang, J. y Lee, D. (2012). Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach. Technological Forecasting and Social Change, 79, 97–106.
Christiansen, T. y Tax, S. S. (2000). Measuring word of mouth: The questions of who and when? Journal of Marketing Communications, 6(3), 185-199.
Churchill, J., von Hippel, E. y Sonnack, M. (2009). Lead user project handbook: A practical guide for lead user project teams.
Darden, W.R. y Reynolds, F.D. (1972). Predicting opinion leadership for men's apparel fashions. Journal of Marketing Research, 9, 324-328.
Degenne, A. y Forsé, M. (1999). Introducing social networks. Newbury Park, Londres: Sage publications.
Droge, C., Stanko, M.A. y Pollitte, W.A. (2010). Lead users and early adopters on the web: the role of new technology product blogs. Journal of Product Innovation Management, 27, 66–82.
Edison, S.W. y Geissler, G.L. (2011). An investigation of negative word-of-mouth communication among market mavens. Journal of Behavioral Studies in Business, 3, 1-12.
Feder, G. y Savastano, S. (2006). The role of opinion leaders in the diffusion of new knowledge: The case of integrated pest management. World Development, 34(7), 1287-1300.
Feick, L.F. y Price, L.L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83-97.
Feng, J. y Papatla, P. (2012). Is online word of mouth higher for new models or redesigns? An investigation of the automobile industry. Journal of Interactive Marketing, 26, 92–101.
Fernández Albiñana, E. (2012). Transformación digital. Aral, 1593, 10-16.
Flynn, L.R., Goldsmith, R.E. y Eastman, J.K. (1994). The King and Summers opinion leadership scale: Revision and refinement. Journal of Business Research, 31, 55-64.
Flynn, L.R., Goldsmith, R.E. y Eastman, J.K. (1996). Opinion leaders and opinion seekers: two new measurement scales. Journal of Academy of Marketing Science, 24(2), 137-147.
Gil, V.A. y Romero, F.J. (2008). Crossumer: Claves para entender el consumidor español de nueva generación. Barcelona, España: Ediciones Gestión 2000.
Godes, D. y Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721-739.
Gosling, S.D., Vazire, S., Srivastava, S. y John, O.P. (2004). Should we trust webbased studies? A comparative analysis of six preconceptions about internet questionnaires. The American psychologist, 59(2), 93–104.
Grunert, K.G., Brunsø, K. y Bisp, S. (1993). Food-related life style: Development of a cross- culturally valid instrument for market surveillance. (MAPP Working Paper Nº 12). Aarhus, Dinamarca: The Aarhus School of Business.
Gupta, A.K. y Rogers, E.M. (1991). International marketing: Integrating R&D and marketing within the organization. Journal of Consumer Marketing, 8(3), 5-18.
Hanneman, R.A. y Riddle, M. (2005). Introduction to social network methods. Riverside, CA: University of California. Texto libre extraído de www.faculty.ucr.edu/~hanneman (Última consulta realizada el 12/07/2011).
Harrison, T., Waite, K. y Hunter, G.L. (2006). The Internet, information and empowerment.
European Journal of Marketing, 40(9/10), 972-993. DOI 10.1108/03090560610680961.
Hennig-Thurau, T., Gwinner, K.P., Walsh, G. y Gremler, D.D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Hoffmann, S. y Soyez, K. (2010). A cognitive model to predict domain-specific consumer innovativeness. Journal of Business Research, 63, 778–785.
Hu, N., Liu, L., Tripathy, A. y Yao, L.J. (2011). Value relevance of blog visibility. Journal of Business Research, 64, 1361–1368.
Jesdanun, A. (2001). In online logs, web authors personalize attacks. The Florida Times-Union (publicado el 14 de Octubre de 2001). Disponible online en http://jacksonville.com/tu-online/stories/101401/bus_7528493.html#.V3y296LqWXc (Última consulta el 23/10/2012).
Johnson, T.J. y Kaye, B.K. (2004). Wag the blog: How reliance on traditional media and the internet influence credibility. Journalism and Mass Communication Quarterly, 81(3), 622-642.
Kaiser, H. (1970). A second generation Little Jiffy. Psychometrika, 35, 401-415.
Kaiser, H. (1974). An index of factorial simplicity. Psychometrika, 39, 31-36.
Katz, E. y Lazarsfeld, P.F. (1955). Personal Influence. New York: The Free Press.
Keller, E. y Berry, J. (2003). The influentials. New York: The Free Press.
Kenny, K.C. y Misra, S. (1990). Characteristics of the opinion leader: A new dimension. Journal of Advertising, 19(3), 53–60.
Kerr, G., Mortimer, K., Dickinson, S. y Waller, D.S. (2012). Buy, boycott or blog: Exploring online consumer power to share, discuss and distribute controversial advertising messages. European Journal of Marketing, 46(3), 387-405.
King, C.W. y Summers, J.O. (1970). Overlap of opinion leaders across consumer product categories. Journal of Marketing Research, 7(1), 43-50.
Landeta, J. (2002). El método Delphi: Una técnica de previsión de futuro. Barcelona, España: Editorial Ariel, S.A.
Linstone, H.A. y Turoff, M. (2002). The Delphi method: Techniques and applications. Libro online disponible en http://is.njit.edu/pubs/delphibook/delphibook.pdf (Última consulta realizada el 07/05/2012).
Mehra, A., Dixon, A.L., Brass, D.J. y Robertson, B. (2006). The social network ties of group leaders: Implications for group performance and leader reputation. Organization Science, 17(1), 64– 79.
Moreno, N. (2013). La vuelta al consumo en el hogar. Aral, 1601, 8-10.
Myers, J.H. y Robertson, T.S. (1974). Stability of self-designated opinion leadership. Advances in Consumer Research, 1, 417-426.
Nadeem, A., Rashid, H. y Niazi, S. A. K. (2011). Brand management, what is next? Word of mouth as a 6th element of promotional MIX and IMC. Interdisciplinary Journal of Contemporary Research in Business, 2(12), 659-666.
Newholm, T., Laing, A. y Hogg, G. (2006). Assumed empowerment: Consuming professional services in the knowledge economy. European Journal of Marketing, 40(9/10), 994-1012. DOI 10.1108/03090560610680970.
Nunnally, J.C. (1978). Psychometric theory. Nueva York: McGraw-Hill.
Nunnally, J.C. y Bernstein, I.H. (1994). Psychometric theory (3ª ed.). Nueva York: McGraw-Hill.
Park, B., Ahn, S. y Kim, H. (2010). Blogging: Mediating impacts of flow on motivational behavior. Journal of Research in Interactive Marketing, 4(1), 6-29.
Park, D.H. y Lee, J. (2008). EWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7, 386–398.
Pires, G.D., Stanton, J. y Rita, P. (2006). The internet, consumer empowerment and marketing strategies. European Journal of Marketing, 40(9/10), 936-949. DOI 10.1108/03090560610680943.
Qin, L. (2011). Word-of-Blog for movies: A predictor and an outcome of box office revenue? Journal of Electronic Commerce Research, 12(3), 187-198.
Ramírez, A. (2012). Entendiendo al e-shopper. Aral, 1596, 22-26.
Relaño, A. (2011). Consumidores digitales, un nuevo interlocutor. Distribución y Consumo, 21(116), 44-51.
Richard, P.J., Coltman, T.R. y Keating, B.W. (2012). Designing IS service strategy: An information acceleration approach. European Journal of Information Systems, 21, 87-98. DOI:10.1057/ ejis.2010.62.
Rogers, E.M. (2003). Diffusion of innovations (5ª ed.). New York: The Free Press.
Rogers, E.M. y Cartano, D.G. (1962). Methods of measuring opinion leadership. The Public Opinion Quarterly, 26(3), 435-441.
Rogers, E. M. y Shoemaker, F.F. (1971). Communication of innovations (2ª ed.). New York: The Free Press.
Scott, J. (2000). Social network analysis: A handbook (2ª ed.). Newbury Park, Londres: Sage.
Summers, J.O. (1970). The identity of women's clothing fashion opinion leaders. Journal of Marketing Research, 7(2), 178-185.
Taylor, D.G. (2010). “I speak, therefore I am:” Identity and self-construction as motivation to engage in electronic word of mouth. Tesis doctoral. Universidad de Texas del Norte, Texas, EEUU.
Urban, G.L., Hauser, J.R., Qualls, W.J., Weinberg, B.D., Bohlmann, J.D. y Chicos, R.A. (1997). Information acceleration: Validation and lessons from the field. Journal of Marketing Research, 34, 143–153.
Urban, G.L., Weinberg, B.D. y Hauser, J.R. (1996). Premarket forecasting of really-new products. Journal of Marketing, 60(1), 47–60.
Valente, T.W. y Davis, R.L. (1999). Accelerating the diffusion of innovations using opinion leaders. The ANNALS of the American Academy of Political and Social Science, 566, 55–67.
Valente, T.W. y Pumpuang, P. (2007). Identifying opinion leaders to promote behavior change.
Health Education & Behavior, 34(6), 881-896.
Van Eck, P.S., Jager, W. y Leeflang, P.S.H. (2011). Opinion leaders’ role in innovation diffusion: A simulation study. Journal of Product Innovation Management, 28(2), 187–203.
Van der Merwe, R. y van Heerden, G.V. (2009). Finding and utilizing opinion leaders: Social networks and the power of relationships. South African Journal of Business Management, 40(3), 65–77.
Van Noort, G. y Willemsen, L.M. (2011). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of Interactive Marketing, 26, 131–140.
Venkatraman, M.P. (1989). Opinion leaders, adopter, and communicative adopters: A role analysis. Psychology and Marketing, 6(1), 51-68.
Vincent, W.S. (2008). Three essays on opinion leadership and social networks. Tesis doctoral. Departamento de Marketing, Universidad de Ciencia y Tecnología de Hong Kong (Número UMI: 3350622).
Von Hippel, E. (1988). The sources of innovation. Oxford, Reino Unido: Oxford University Press.
Von Hippel, E. (2005). Democratizing innovation. Cambridge, MA: The MIT Press.
Wasserman, S. y Faust, K. (2009). Social network analysis: Methods and applications (19ª ed.). Cambridge, Reino Unido: Cambridge University Press.
Weimann, G. (1982). On the importance of marginality: One more step into the two-step flow of communication. American Sociological Review, 47(6), 764-773.
Weimann, G. (1994). The influentials: People who influence people. New York: State University of New York Press.
Weimann, G., Tustin, D.H., Vuuren, V.D. y Joubert, J.P.R. (2007). Looking for opinion leaders: Traditional vs. modern measures in traditional societies. International Journal of Public Opinion Research, 19(2), 173–190.
Zhang, X. y Dong, D. (2008). Ways of identifying the opinion leaders in virtual communities. International Journal of Business and Management, 3(7), 21–27.
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2013 César Sahelices Pinto
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Los autores que publican en esta revista están de acuerdo con los siguientes términos:- Los autores ceden de forma no exclusiva los derechos de explotación (reproducción, distribución, comunicación pública, transformación) a la Universidad de León, por lo que pueden establecer, por separado, acuerdos adicionales para la distribución no exclusiva de la versión de la obra publicada en la revista (por ejemplo, alojarlo en un repositorio institucional o publicarlo en un libro), con un reconocimiento de su publicación inicial en esta revista.
- Este trabajo se encuentra bajo la Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Puede consultarse desde aquí la versión informativa y el texto legal de la licencia.
- Se permite y se anima a los autores a difundir electrónicamente las versiones pre-print (versión antes de ser evaluada) y/o post-print (versión evaluada y aceptada para su publicación) de sus obras antes de su publicación, ya que favorece su circulación y difusión más temprana y con ello un posible aumento en su citación y alcance entre la comunidad académica.
