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- 2021-07-31 (3)
- 2021-07-31 (2)
- 2021-07-31 (1)
Cómo citar
Aceptado 2021-06-14
Publicado 2021-07-31
Resumen
Durante la pandemia mundial, muchas empresas iniciaron o aumentaron significativamente su presencia online en las principales plataformas de comercio electrónico, ya sea como vendedores o como comerciantes. Estas pequeñas y medianas empresas necesitan comprender qué nivel de apoyo publicitario necesitan, si es que lo necesitan, y cómo puede repercutir en sus objetivos de rendimiento. Este trabajo investiga cómo influye la publicidad en las reseñas de los clientes online tras la introducción de un producto en un importante minorista con presencia, tanto en tiendas físicas como en el comercio electrónico, abierto tanto a vendedores como a empresas de diversos tamaños. El tiempo de alcance de las reseñas de los clientes es un indicador de la aceptación del producto por parte de los clientes, por lo que es necesario saber el rol de la publicidad en las reseñas de los clientes introducidas en las plataformas de ecommerce. Este trabajo demuestra que, sin apoyo publicitario, el tiempo necesario para alcanzar diez reseñas de clientes aumenta en un 46%.
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Derechos de autor 2021 IROCAMM - International Review Of Communication And Marketing Mix