![]() ![]() Sarabia (ed.), Métodos de investigación social y de empresa (pp. International Journal of Advertising, 37(1), 125-141. What does the brand say? Effects of brand feedback to negativeeWOM on brand trust and purchase intentions. Where Consumers Diverge from Others: Identity Signaling and Product Domains. Journal of Consumer Psychology, 24(4), 586-607. Word of mouth and interpersonal communication: A review and directions for future research. A renewed EU strategy 2011-2014 for Corporate Social Responsibility. Measuring message credibility: Construction and validation of an exclusive scale. Personal level antecedents of eWOM and purchase intention, on social networking sites. ![]() Serie Responsabilidad Social Corporativa, Documento, (1). Marco conceptual de la responsabilidad social corporativa. Asociación Española de Contabilidad y Administración de Empresas, AECA (2004).The results corroborate that the company achieves a greater broadcasting of their information in terms of eWOM when their publications have RSC information, given that those publications achieve a greater number of ‘likes’ and comments, and are shared more widely at the same time. For that, it performs a study based in content analysis that compares if the company’s publications in the Facebook social network with RSC content generate more interactions by the consumers than the publications with commercial information. The goal of this research is to analyze the role of the eWOM in the broadcasting of the RSC information of the company. This type of broadcasting in virtual contexts is known as eWOM. Through social networks, individuals share information with other users but also support the company in the broadcasting of the information related to their activities. Thus, social networks have become an important communication channel between companies and consumers. Currently, RSC communication is very important and little is known about the best way to perform it. Companies try to innovate in their communication strategies for offering information about their goods and services and other information related with the RSC activities performed by the company. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |