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- Title
Efecto de las comunicaciones word of mouth y electronic word of mouth en las intenciones de recompra de una marca colombiana.
- Authors
Otero Gómez, María Cristina; Giraldo Pérez, Wilson
- Abstract
The objective of this article is to analyze the effect of offline and online informal communications, and on the intentions of young university students to repurchase the brand Totto. Quantitative methodology was used to achieve this objective, for which the collection of information was done using a structured questionnaire applied to a sample of 306 young people aged between 16 and 24 years. The results show that young people are more likely to repurchase when they heed recommendations or reviews from family members, friends or experts, leaving aside recommendations from social networks or the Internet.
- Subjects
REDEMPTION (Law); SOCIAL networks; COLLEGE students; INTENTION; INTERNET
- Publication
Kepes, 2020, Vol 17, Issue 22, p229
- ISSN
1794-7111
- Publication type
Article
- DOI
10.17151/kepes.2020.17.22.9