El videotutorial como boca en boca electrónico y la intención de compra en los centennials
Resumen
En el dinámico entorno del marketing digital, el boca en boca electrónico (eWOM), como forma de comunicación, ha llamado la atención de los especialistas en mercadotecnia, quienes buscan la manera de usarlo a favor de sus marcas e impactar a un segmento muy importante: los centennials. El formato de contenido tipo videotutorial deviene en una forma de boca en boca electrónico, porque en él se introducen y recomiendan productos. Este formato ha sido poco estudiado y es un contenido muy consumido por los centennials a través del cual pueden informarse y aprender. El objetivo del presente estudio fue analizar la relación entre la credibilidad del eWOM tipo videotutorial y la intención de compra de los centennials. Para ello, se tomó como punto de partida una revisión de investigaciones anteriores sobre eWOM, sus dimensiones o características fundamentales, los tipos más conocidos, los determinantes de su credibilidad y su efecto en la intención de compra. La investigación siguió un diseño no experimental, con enfoque cuantitativo, transeccional y un alcance de nivel correlacional, siguiendo el método analítico-sintético. Además, se empleó la técnica de la encuesta, aplicando como instrumento de recolección de datos un cuestionario autoadministrado vía online, con preguntas tipo escala de Likert. Los resultados del estudio mostraron que existe una relación positiva de baja a moderada entre cada uno de los factores determinantes de la credibilidad del eWOM tipo videotutorial y la intención de compra de los centennials. Las empresas podrían reconocer videotutoriales de alta credibilidad con valiosa información sobre la satisfacción del cliente con respecto a sus productos, identificando problemas, necesidades y deseos de sus consumidores.
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