La aplicación empresarial del marketing viral y el efecto boca-oreja electrónico. Opiniones de las empresas
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Publicado
18-09-2018
Virginia Aguilar Arcos
Sonia San Martín Gutiérrez
René Payo Hernanz
Resumen
La práctica tradicional del boca-oreja, natural desde hace años como modo de publicidad efectiva sin recurrir a grandes inversiones ni contrataciones en medios masivos se ha convertido en una nueva posibilidad de marketing con la llegada de las nuevas tecnologías e Internet. Así ha aparecido una nueva estrategia de marketing que consiste en explotar las redes sociales preexistentes para producir incrementos exponenciales en conocimiento de marca, denominada marketing viral. El efecto "boca-oreja online" que genera es una herramienta poderosa para las empresas, aunque su verdadero potencial está aún por descubrir. El objetivo del presente trabajo de investigación es analizar este fenómeno a través de una amplia revisión bibliográfica del término, así como un estudio empírico consistente en una entrevista en profundidad realizada a una muestra de importantes empresas españolas. Los resultados indican que el marketing viral puede ser empleado para el beneficio, tanto de grandes empresas con grandes presupuestos, como de pequeños negocios. Las experiencias exitosas de su utilización demuestran que, cuando se usa integrado en el resto de estrategias comerciales de la empresa, puede mejorar la recomendación de la marca e incrementar su notoriedad en el mercado. El marketing viral puede ser ventajoso a la hora de lanzar un nuevo producto al mercado, sin embargo, la efectividad y la medición de las campañas son vistas por muchos académicos y profesionales como un punto débil de la estrategia.
Cómo citar
Aguilar Arcos, V., San Martín Gutiérrez, S., & Payo Hernanz, R. (2018). La aplicación empresarial del marketing viral y el efecto boca-oreja electrónico. Opiniones de las empresas. Cuadernos De Gestión, 14(1), 15–31. https://doi.org/10.5295/cdg.120348va
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Keywords
Marketing viral, boca-oreja, eWOM, Internet
References
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Aparici, E. 2003. Seis modelos de éxito del marketing viral. Harvard Deusto Marketing y ventas, 58, pp. 54 – 55.
Arndt, J. A. 1967. Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 1 (4, agosto), pp. 291 – 295.
Arndt, J. A. 1967. Word of mouth advertising: a review of the literature, Research Monograph, Nueva York, Advertising Research Foundation.
Benavides, C. y Miquel, M. J. 2009. El Marketing Viral en el ámbito del correo electrónico: una aproximación al proceso. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Bickart, B. y Schindler, R. M. 2001. Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15 (3), pp. 31 – 40.
Bone, P. F. 1995. Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32 (3, marzo), pp. 213 – 223.
Brown, J. J. y Reingen, P. H. 1987. Social ties and word-of-mouth referral behaviour. Journal of Consumer Research, 14 (3), pp. 350-362.
Chang, Ch-Ch. y Chin, Y-C. 2011. Comparing consumer complaint responses to online and offline environment. Internet Research, 21(2), pp. 124 – 137
Chittenden, L. y Rettie, R. 2003. An evaluation of e-mail marketing and factors affecting response. Journal of Targeting Measurement and Analysis for Marketing, 11 (3), pp. 203 – 217.
Cruz, D. y Fill, C. 2008. Evaluating viral marketing: isolating the key criteria. Marketing Intelligence & Planning, 26 (7), pp. 743 – 758.
Dellarocas, C. 2003. The digitization of word of mouth: promise and challenges of online feedback mechanisms”. Management Science, 49 (10), pp. 1407 – 24.
Dellarocas, C. 2006. Strategic manipulation of internet opinion forums: implications for consumers and firms”. Management Science, 52 (10), pp. 1577 - 1593.
De Bruyn, A. y Lilien, G. L. 2008. A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25, pp. 151 -163.
De Bruyn, A. y Lilien, G. L. 2004. A multi-stage model of word-of-mouth influence through electronic referrals. eBusiness Research Center, Working Paper.
De Valck, K.; Van Bruggen, G.H. y Wierenga, B. 2009. Virtual Communities: A marketing perspective. Decision Support Systems, 47, pp. 185 – 203.
Doral, A. 2003. El marketing viral. Pearson Educación, Madrid.
Duan, W., Gu, B. y Whinston, A. B. 2008. The dynamics of online word-of-mouth and product sales: and empirical investigation of the movie industry”. Journal of Retailing, 84 (2), pp. 233-248.
Engel, J. E.; Kegerreis, R. J. y Blackwell, R. D. 1969. Word-of-mouth communications by the innovator. Journal of Marketing, 33, pp. 15 - 19.
Fong, J. y Burton, S. 2006. Electronic word of mouth: a comparison of stated and related behavior on electronic discussion boards. Journal of Interactive Advertising, 6 (2, primavera), pp. 61 – 70.
Fusaro, R. 1998. E-mail marketing: tread lightly. Computerworld, 32 (27), pp. 8.
Godes, D. y Mayzlin, D. 2004. Using online conversations to study word-of-mouth communications. Marketing Science, 23 (4), pp. 545 - 560.
Goldsmith, R. E. y Horowitz, D. 2006. Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6 (2), primavera, pp. 1 – 16.
Grönholt, L. y Martensen, A. 2009. The Influence of Tie Strength in word-of-Mouth Communication: A segmentation approach. Actas de 38th European Marketing Academy (EMAC 09).
Gruen, T. W., Osmonbekov, T. y Czaplewski, A.J. 2006. eWOM: The impact of coustomer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59 (4), pp. 449-456.
Henning, T. y Walsh, G. 2004. Electronic word-of-mouth: motives for and consequences of reading consumer articulations on the Internet. International Journal of Electronic Commerce, 8 (2), invierno, pp. 51 – 74.
Henning, T.; Gwinner, K.P.; Walsh, G. y Gremler, D. D. 2004. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet?. En Journal of Interactive Marketing, 18 (1).
Heras, M. 2003. Marketing viral, el contagio positive para su negocio, Harvard Deusto Marketing y Ventas, n. 58, pp. 50 – 53.
Herr, P. M., Kardes, F. R. y K, J. 1991. Effects of word-of-mouth and product attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17 (3), pp. 454 – 462.
Huang, C. C.; Lin, T. C. y Lin, Kuei-Ju 2008. Factors affecting pass-along email interactions (PAEIs): Integrating the social capital and social cognition theories. Electronic commerce Research and Applications.
Katz, E. y Lazarsfeld, P.F. 1955. Personal influence. The Free Press, Glencoe, Illinois.
Kingsley, P. y Anderson, T. 1998. Facing life without the Internet. Internet Research: Electronic Networking Applications and Policy, 8 (4), pp. 303 – 312.
Knight, C. M. 1999. Viral marketing - defy traditional methods for hyper growth. Broadwatch Magazine, 13 (11), pp. 50 - 53.
Lin, N. 1971. Information flow, influence flow and the decisión-making process. Journalism Quaterly, 48, pp. 33 – 40.
Litvin, S., Goldsmith, R. E. y Pan, B. 2008. Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29 (3), pp. 458 – 468.
Matos, C. A. y Vargas, A. 2008. Word-of-mouth communications in marketing. A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36, pp. 578 – 596.
Mizerski, R. W. 1982. An attribution explanation of the disproportionate influence of unfavorable information. Journal of Consumer Research, 9 (diciembre), pp. 301 - 310.
Okazaki, S.; Méndez, F. A. y Andrés, J. C. 2009. Modelo de influencia social en el boca-oído electrónico: Internet móvil versus Internet en ordenadores personales. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Phelps, J. E.; Lewis, R.; Mobilio, L.; Perry, D. y Raman, N. 2004. Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44 (4), pp. 333 – 348.
Porter, L. y Golan, G. J. 2006. From subservient chickens to brawny men: a comparison of viral advertising to television advertising. Journal of Interactive Advertising, 6 (2), pp. 30 - 38.
Ramos Serrano, M. 2007. Comunicación viral y creatividad”. Creatividad y sociedad, 11, pp. 202-226.
Reichheld, F. F. 2003. The one number you need to grow. Harvard Business Review, diciembre, pp. 46 - 54.
Richins, M. L. 1983. Negative word-of-mouth by dissatisfied customers: A pilot study. Journal of Marketing, 47, pp. 68 –78.
Richins, M. L. y Root-Shaffer, T. 1988. The role of involvement and opinion leadership in customer word-of-mouth: an implicit model made explicit. Advances in Consumer Research, 15, 32-36.
Richins, M. L. y Bloch, P. H. 1991. Post-purchase product satisfaction: incorporating the effects of involvement and time. Journal of Business Research, 23.
Rogers, E. M. 1983. Diffusion of Innovations. Free Press, New York, NY (citado en Steffes y Burgee, 2008).
Sicilia, M. y López, M. 2009. Influencia del boca a boca en el proceso de compra: una aplicación al sector turístico. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Steffes, E. M. y Burgee, L. E. 2009. Social ties and online word of mouth. Internet Research, 19, (1), pp. 42 – 59.
Stewart, D. W. y Pavlov, P. A. 2002. From consumer response to active consumer: measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30 (4), pp. 376 – 396.
Vermeulen, I. E. y Seegers, D. 2009. Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30, pp. 123 – 127.
Vignardi, M. y Rettie, R. 2009. Brand Building: Harnessing the Power of Social Network Sites. Academy of Marketing Annual Conference 2009, 7-9 Julio 2009, Leeds Metropolitan University, Leeds.
Vilpponen, A.; Winter, S. y Sundquist, S. 2006. Electronic Word-of-Mouth in Online Environments: Exploring Referral Network Structure and Adoption Behavior. Journal of Interactive Advertising, 6 (2), primavera, pp. 63-77.
Weimann, G. 1983. The strength of weak conversational ties in the flow of information and influence. Social Networks, 5, pp. 245 – 267.
Zviran, M.; Te’eni, D. y Gross, Y. 2006. Does color in email make a difference?. Communications of the ACM, 49 (4), pp. 94 – 98.
Aparici, E. 2003. Seis modelos de éxito del marketing viral. Harvard Deusto Marketing y ventas, 58, pp. 54 – 55.
Arndt, J. A. 1967. Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 1 (4, agosto), pp. 291 – 295.
Arndt, J. A. 1967. Word of mouth advertising: a review of the literature, Research Monograph, Nueva York, Advertising Research Foundation.
Benavides, C. y Miquel, M. J. 2009. El Marketing Viral en el ámbito del correo electrónico: una aproximación al proceso. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Bickart, B. y Schindler, R. M. 2001. Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15 (3), pp. 31 – 40.
Bone, P. F. 1995. Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32 (3, marzo), pp. 213 – 223.
Brown, J. J. y Reingen, P. H. 1987. Social ties and word-of-mouth referral behaviour. Journal of Consumer Research, 14 (3), pp. 350-362.
Chang, Ch-Ch. y Chin, Y-C. 2011. Comparing consumer complaint responses to online and offline environment. Internet Research, 21(2), pp. 124 – 137
Chittenden, L. y Rettie, R. 2003. An evaluation of e-mail marketing and factors affecting response. Journal of Targeting Measurement and Analysis for Marketing, 11 (3), pp. 203 – 217.
Cruz, D. y Fill, C. 2008. Evaluating viral marketing: isolating the key criteria. Marketing Intelligence & Planning, 26 (7), pp. 743 – 758.
Dellarocas, C. 2003. The digitization of word of mouth: promise and challenges of online feedback mechanisms”. Management Science, 49 (10), pp. 1407 – 24.
Dellarocas, C. 2006. Strategic manipulation of internet opinion forums: implications for consumers and firms”. Management Science, 52 (10), pp. 1577 - 1593.
De Bruyn, A. y Lilien, G. L. 2008. A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25, pp. 151 -163.
De Bruyn, A. y Lilien, G. L. 2004. A multi-stage model of word-of-mouth influence through electronic referrals. eBusiness Research Center, Working Paper.
De Valck, K.; Van Bruggen, G.H. y Wierenga, B. 2009. Virtual Communities: A marketing perspective. Decision Support Systems, 47, pp. 185 – 203.
Doral, A. 2003. El marketing viral. Pearson Educación, Madrid.
Duan, W., Gu, B. y Whinston, A. B. 2008. The dynamics of online word-of-mouth and product sales: and empirical investigation of the movie industry”. Journal of Retailing, 84 (2), pp. 233-248.
Engel, J. E.; Kegerreis, R. J. y Blackwell, R. D. 1969. Word-of-mouth communications by the innovator. Journal of Marketing, 33, pp. 15 - 19.
Fong, J. y Burton, S. 2006. Electronic word of mouth: a comparison of stated and related behavior on electronic discussion boards. Journal of Interactive Advertising, 6 (2, primavera), pp. 61 – 70.
Fusaro, R. 1998. E-mail marketing: tread lightly. Computerworld, 32 (27), pp. 8.
Godes, D. y Mayzlin, D. 2004. Using online conversations to study word-of-mouth communications. Marketing Science, 23 (4), pp. 545 - 560.
Goldsmith, R. E. y Horowitz, D. 2006. Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6 (2), primavera, pp. 1 – 16.
Grönholt, L. y Martensen, A. 2009. The Influence of Tie Strength in word-of-Mouth Communication: A segmentation approach. Actas de 38th European Marketing Academy (EMAC 09).
Gruen, T. W., Osmonbekov, T. y Czaplewski, A.J. 2006. eWOM: The impact of coustomer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59 (4), pp. 449-456.
Henning, T. y Walsh, G. 2004. Electronic word-of-mouth: motives for and consequences of reading consumer articulations on the Internet. International Journal of Electronic Commerce, 8 (2), invierno, pp. 51 – 74.
Henning, T.; Gwinner, K.P.; Walsh, G. y Gremler, D. D. 2004. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet?. En Journal of Interactive Marketing, 18 (1).
Heras, M. 2003. Marketing viral, el contagio positive para su negocio, Harvard Deusto Marketing y Ventas, n. 58, pp. 50 – 53.
Herr, P. M., Kardes, F. R. y K, J. 1991. Effects of word-of-mouth and product attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17 (3), pp. 454 – 462.
Huang, C. C.; Lin, T. C. y Lin, Kuei-Ju 2008. Factors affecting pass-along email interactions (PAEIs): Integrating the social capital and social cognition theories. Electronic commerce Research and Applications.
Katz, E. y Lazarsfeld, P.F. 1955. Personal influence. The Free Press, Glencoe, Illinois.
Kingsley, P. y Anderson, T. 1998. Facing life without the Internet. Internet Research: Electronic Networking Applications and Policy, 8 (4), pp. 303 – 312.
Knight, C. M. 1999. Viral marketing - defy traditional methods for hyper growth. Broadwatch Magazine, 13 (11), pp. 50 - 53.
Lin, N. 1971. Information flow, influence flow and the decisión-making process. Journalism Quaterly, 48, pp. 33 – 40.
Litvin, S., Goldsmith, R. E. y Pan, B. 2008. Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29 (3), pp. 458 – 468.
Matos, C. A. y Vargas, A. 2008. Word-of-mouth communications in marketing. A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36, pp. 578 – 596.
Mizerski, R. W. 1982. An attribution explanation of the disproportionate influence of unfavorable information. Journal of Consumer Research, 9 (diciembre), pp. 301 - 310.
Okazaki, S.; Méndez, F. A. y Andrés, J. C. 2009. Modelo de influencia social en el boca-oído electrónico: Internet móvil versus Internet en ordenadores personales. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Phelps, J. E.; Lewis, R.; Mobilio, L.; Perry, D. y Raman, N. 2004. Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44 (4), pp. 333 – 348.
Porter, L. y Golan, G. J. 2006. From subservient chickens to brawny men: a comparison of viral advertising to television advertising. Journal of Interactive Advertising, 6 (2), pp. 30 - 38.
Ramos Serrano, M. 2007. Comunicación viral y creatividad”. Creatividad y sociedad, 11, pp. 202-226.
Reichheld, F. F. 2003. The one number you need to grow. Harvard Business Review, diciembre, pp. 46 - 54.
Richins, M. L. 1983. Negative word-of-mouth by dissatisfied customers: A pilot study. Journal of Marketing, 47, pp. 68 –78.
Richins, M. L. y Root-Shaffer, T. 1988. The role of involvement and opinion leadership in customer word-of-mouth: an implicit model made explicit. Advances in Consumer Research, 15, 32-36.
Richins, M. L. y Bloch, P. H. 1991. Post-purchase product satisfaction: incorporating the effects of involvement and time. Journal of Business Research, 23.
Rogers, E. M. 1983. Diffusion of Innovations. Free Press, New York, NY (citado en Steffes y Burgee, 2008).
Sicilia, M. y López, M. 2009. Influencia del boca a boca en el proceso de compra: una aplicación al sector turístico. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Steffes, E. M. y Burgee, L. E. 2009. Social ties and online word of mouth. Internet Research, 19, (1), pp. 42 – 59.
Stewart, D. W. y Pavlov, P. A. 2002. From consumer response to active consumer: measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30 (4), pp. 376 – 396.
Vermeulen, I. E. y Seegers, D. 2009. Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30, pp. 123 – 127.
Vignardi, M. y Rettie, R. 2009. Brand Building: Harnessing the Power of Social Network Sites. Academy of Marketing Annual Conference 2009, 7-9 Julio 2009, Leeds Metropolitan University, Leeds.
Vilpponen, A.; Winter, S. y Sundquist, S. 2006. Electronic Word-of-Mouth in Online Environments: Exploring Referral Network Structure and Adoption Behavior. Journal of Interactive Advertising, 6 (2), primavera, pp. 63-77.
Weimann, G. 1983. The strength of weak conversational ties in the flow of information and influence. Social Networks, 5, pp. 245 – 267.
Zviran, M.; Te’eni, D. y Gross, Y. 2006. Does color in email make a difference?. Communications of the ACM, 49 (4), pp. 94 – 98.
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