Compartir
Título
Ewom and 2.0 Opinion Leaders in the Food Context: A Study with a Sample of Spanish Food-Related Weblogs
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Journal of Food Products Marketing
Número de la revista
3
Datos de la obra
Sahelices-Pinto, C., Lanero-Carrizo, A., Vázquez-Burguete, J. L., y Gutiérrez-Rodríguez, P. (2018). Ewom and 2.0 Opinion Leaders in the Food Context: A Study with a Sample of Spanish Food-Related Weblogs. Journal of Food Products Marketing, 24(3), 328-347. https://doi.org/10.1080/10454446.2017.1266561
Editor
Routledge
Fecha
2017
ISSN
1045-4446
Résumé
[EN] There is no doubt that the arrival of the internet has modified dramatically the way and rhythm of our lives which it reflects directly on our consumption patterns and the way in which individuals interact and search for information. Online platforms, generally known as web 2.0, are usual websites where consumers read reviews from other consumers before making a final decision. In turn, opinion leaders emerge preponderantly within this context exerting an unequal amount of influence on the decision of others. The food sector is not apart from this scenario. This study dives into web 2.0 and ewom with reference to food topics in the Spanish arena. For that purpose, a group of opinion leaders in regard to food aspects is selected. Afterwards, the content of the ewom they emit is determined by means of a cluster analysis. This information is of great importance for businesses and professionals in marketing. Discussion and further lines of research are also included in order to guide interesting future studies.
Materia
Palabras clave
Peer review
SI
URI
DOI
Versión del editor
Aparece en las colecciones
- Untitled [5104]
Fichier(s) constituant ce document
Nombre:
Tamaño:
1.292
xmlui.dri2xhtml.METS-1.0.size-megabytes
Formato:
Adobe PDF