Efectos del lenguaje publicitario y del destino turístico usados en páginas comerciales de Facebook sobre la generación de boca a boca electrónico

Ana Marcela Londoño Silva; Carlos Fernando Osorio Andrade; Jenny Piedad Peláez Muñoz

doi:10.18046/j.estger.2020.156.3895

Autores

Ana Marcela Londoño Silva Profesora, Programa de Administración de Empresas, Corporación Universitaria Minuto de Dios, Cali, Colombia. https://orcid.org/0000-0002-0552-3658
Carlos Fernando Osorio Andrade Profesor, Departamento de Administración y Organizaciones, Universidad del Valle, Cali, Colombia. https://orcid.org/0000-0002-5095-4991
Jenny Piedad Peláez Muñoz Profesora, Departamento de Administración y Organizaciones, Universidad del Valle, Cali, Colombia. https://orcid.org/0000-0003-1577-7317

DOI:

https://doi.org/10.18046/j.estger.2020.156.3895

Palavras-chave:

boca a boca eletrônico, destino turístico, linguagem publicitária

Resumo

O objetivo deste estudo foi analisar a influência da linguagem publicitária e do destino turístico utilizado na publicidade na geração do boca a boca eletrônico no Facebook. Por meio da análise de conteúdo, foram analisadas 290 publicações de operadoras de turismo nas páginas comerciais do Facebook e, para verificar os efeitos propostos, foi aplicado um modelo de regressão de Poisson. Os resultados sugerem que a utilização de destinos turísticos como a praia, sites rurais ou educacionais na publicidade, bem como a linguagem publicitária cognitiva, favorece o surgimento do boca a boca eletrônico. Dessa forma, empresas que buscam aumentar suas métricas de participação nas redes sociais podem utilizar esse tipo de conteúdo para aumentar a participação de seus seguidores.

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