Relación entre los beneficios y la obtención de engagement de los usuarios en la comunicación de las redes sociales del sector hotelero

  1. Sánchez Jiménez, Miguel Ángel 1
  2. Fernández Allés, María Teresa 1
  3. Mier-Terán Franco, Juan José 1
  1. 1 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

Revista:
Revista de Comunicación de la SEECI

ISSN: 1576-3420

Año de publicación: 2019

Número: 48

Páginas: 125-148

Tipo: Artículo

DOI: 10.15198/SEECI.2019.48.125-148 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista de Comunicación de la SEECI

Resumen

Con el creciente poder de los consumidores online y la mayor penetración de internet en todo el mundo, las comunidades online de marcas han formado una importante plataforma de comunicación entre las empresas y los consumidores. Estos medios sociales han ofrecido al consumidor la oportunidad de compartir opiniones, recomendaciones y experiencias a través de comentarios, imágenes o videos con otros usuarios, que pueden ser leídos y comentados entre ellos. De esta manera, en esta investigación se pretende analizar si los beneficios percibidos están relacionados con la obtención de compromiso o engagement por parte de los usuarios en las redes sociales de los hoteles. Para ello se ha realizado un análisis cuantitativo mediante un cuestionario dirigido a los seguidores de las redes sociales de hoteles o cadena de hoteles. Así, se han propuesto 4 hipótesis para analizar si los 4 beneficios identificados (beneficio funcional, socio-psicológico, hedónico y monetario) están directamente relacionados con las 4 variables identificadas del engagement (participación del usuario, confianza, compromiso afectivo y lealtad) pudiendo contrastar así si los beneficios percibidos por los usuarios en dichas redes sociales provocado un aumento en las 4 variables del engagement. Los resultados especifican una vinculación positiva de los beneficios sociopsicológicos y hedónicos percibidos por el usuario con un mayor engagement, sin embargo, hay más discrepancia en los beneficios funcionales y, sobre todo, destacar la escasa trascendencia del beneficio monetario para conseguir un mayor compromiso con los usuarios.

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Fuente de los datos: Dialnet