Fidelización de internautas en la blogostera

  1. Medina Molina, Cayetano
  2. Rey Moreno, Manuel
  3. Rufín Moreno, Ramón
Revista:
Sociología y tecnociencia: Revista digital de sociología del sistema tecnocientífico

ISSN: 1989-8487

Año de publicación: 2011

Volumen: 2

Número: 1

Páginas: 16-32

Tipo: Artículo

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Sociología y tecnociencia: Revista digital de sociología del sistema tecnocientífico

Resumen

Internet presenta un alto potencial como herramienta de fidelización para las marcas humanas. Entre ellas, los blogs se constituyen como uno de los modelos más atractivos para tal fin al tiempo que sirven para que sus autores se enfrenten a uno de los mayores peligros asociados a Internet: la circulación de información negativa. Si bien trabajos previos muestran como satisfacción, confianza y apego favorecen el desarrollo de compromiso, al tiempo que éste reduce el impacto de la información negativa sobre el comportamiento del consumidor, el presente trabajo se centra en el análisis del papel jugado por el género como variable moderadora en tales relaciones. Los resultados verifican como la relación entre compromiso e interpretación de la información negativa resulta superior para la muestras del género femenino.

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