Los consumidores y la co-creación de valor: el caso de una comunidad de marca virtual

Palabras clave: defensa de marca, evangelismo de marca, promoción de marca, intención de recompra, comunidad de marca

Resumen

Este artículo tiene como objetivo analizar la cocreación de valor a partir de los comentarios online generados por el consumidor y su influencia en las intenciones de recompra de una marca. Se trata de un estudio de caso aplicado a una comunidad de marca de vehículos en Colombia ubicada en la red social Facebook. El estudio se fundamenta en la creación y circulación de comentarios positivos por parte del consumidor en relación con su marca, abordando principalmente los conceptos defensa, evangelismo y promoción. Para la realización de este estudio se utilizó un enfoque cuantitativo en el que se procesaron los datos procedentes de 140 encuestas virtuales, sirviéndose del software SmartPLS 3.0 para realizar el análisis factorial y así determinar la validez y confiablidad del instrumento. Posteriormente se usó el modelo de ecuaciones estructurales para corroborar las hipótesis. Los datos revelan que las variables que presentan influencia en las intenciones de recompra son, en su orden: promoción de marca y evangelismo de marca. Por el contrario, la defensa de la marca carece de influencia en el comportamiento posconsumo. Esto sugiere que los consumidores, como miembros de una comunidad, son más proclives a realizar acciones de evangelización y promoción que favorecen la marca, como, por ejemplo: brindar información a otros clientes sobre los aspectos positivos de esta, recomendarla a nuevos consumidores, promover la generación de opiniones positivas tanto online como offline y otros comportamientos que evidencien un elevado nivel de apoyo. De este modo, la promoción requiere de un amplio conocimiento y experiencia con la marca, lo que conlleva a repetir su compra y a adoptar de forma temprana los nuevos lanzamientos para la diversificación de la marca.

Biografía del autor/a

María Cristina Otero-Gómez, Universidad de los Llanos

Magíster en Mercadeo, Universidad de los Llanos,
Villavicencio - Colombia, motero@unillanos.edu.co

Wilson Giraldo-Pérez, Universidad de los Llanos

Magíster en Mercadeo, Universidad de los Llanos,
Villavicencio - Colombia, wgiraldo@unillanos.edu.co

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Cómo citar
Otero-Gómez, M. C., & Giraldo-Pérez, W. (2021). Los consumidores y la co-creación de valor: el caso de una comunidad de marca virtual. Revista CEA, 7(15), e1847. https://doi.org/10.22430/24223182.1847

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Publicado
2021-08-18
Sección
Artículos de investigación
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