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eWOM in times of COVID-19: An empirical analysis of Colombian brands on Facebook
Estudios Gerenciales ; 37(158):28-36, 2021.
Article in Spanish | Web of Science | ID: covidwho-1204436
ABSTRACT
The effects of the different message strategies related to COVID-19 on the generation of eWOM were analyzed;that is, if the publications referring to the pandemic receive greater participation by users of social networks in Colombia. 562 company posts on Facebook were reviewed, of which 382 were subjected to the negative binomial regression model. It was found that no message strategy related to COVID-19 affects the rate of comments. The influence of different types of content on reactions and shared content was also identified. It is concluded that social networks are recreation and entertainment scenarios;therefore, the informative content does not generate impacts on the volume of comments, reactions, or share content.

Full text: Available Collection: Databases of international organizations Database: Web of Science Country/Region as subject: South America / Colombia Language: Spanish Journal: Estudios Gerenciales Year: 2021 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Web of Science Country/Region as subject: South America / Colombia Language: Spanish Journal: Estudios Gerenciales Year: 2021 Document Type: Article