Factores Impulsores de la Adopción del Boca a Boca Electrónico entre Estudiantes Universitarios: el Papel Mediador del Amor por la Marca

Judith María Mendívil Gastélum; Héctor Hugo Pérez Villarreal

doi:10.5281/zenodo.18078453

Autores

Judith María Mendívil Gastélum Instituto Tecnológico de Sonora https://orcid.org/0009-0006-5799-2006
Héctor Hugo Pérez Villarreal Universidad Popular Autónoma del Estado de Puebla https://orcid.org/0000-0001-5757-7386

DOI:

https://doi.org/10.5281/zenodo.18078453

Palavras-chave:

Amor por la marca, Redes sociales, Boca a boca electrónico

Resumo

La presente investigación exploratoria identifica los factores que impulsan la adopción del boca a boca electrónico (eWOM) entre estudiantes universitarios y examina su relación con el amor por la marca, enfatizando cómo este vínculo emocional influye en la aceptación de reseñas en línea dentro de las redes sociales. Se aplicó un cuestionario dirigido a usuarios de Facebook para la recolección de datos, y el conjunto de datos fue analizado mediante un enfoque de modelos de ecuaciones estructurales (PLS-SEM), basado en el Modelo de Aceptación de la Información (IACM). Los hallazgos revelan que el amor por la marca desempeña un papel mediador fundamental en la relación entre la confianza en la marca y la adopción del eWOM, así como en la intención de cocreación. Los resultados indican que el apego emocional hacia la marca canaliza la confianza hacia acciones concretas de difusión y cocreación en las redes sociales. El estudio recomienda que las instituciones desarrollen campañas de marketing que fortalezcan el bienestar social y fomenten comportamientos socialmente responsables, integrando estrategias que promuevan la adopción del eWOM entre los estudiantes universitarios.

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