Cantidad adecuada de emojis y caracteres para generar eWOM en Facebook

Adequate number of emojis and characters to generate eWOM on Facebook

Carlos Fernando Osorio Andrade , Jenny Peláez Muñoz , Augusto Rodríguez Orejuela

Suma de Negocios, 11(24), 24-33, Enero-Junio 2020, ISSN 2215-910X

http://doi.org/10.14349/sumneg/2020.V11.N24.A3

Recibido el 11 de agosto de 2019
Aceptado el 29 de octubre de 2019
Online el 13 de diciembre de 2019

Resumen

Actualmente, las marcas del Retail Food entienden la importancia de las redes sociales en el cumplimiento de los objetivos empresariales. Por tanto, buscan incrementar la participación de sus clientes en dichos portales mediante acciones como reacciones, comentarios y contenido compartido (métricas que representan al eWOM). Aunque existen estudios que establecen los efectos de las características de las publicaciones sobre el desempeño del eWOM, no se encuentran investigaciones que identifiquen la cantidad adecuada de emojis y caracteres en publicaciones de marca para generar mayor interacción. A través de un modelo de regresión binomial negativa, el presente estudio establece los efectos de los emojis y la extensión del mensaje sobre la participación del usuario en Facebook. Los hallazgos revelan que un aumento en la cantidad de emojis y caracteres tiene efectos positivos sobre las acciones eWOM. No obstante, el uso excesivo de estas herramientas puede conducir a su disminución.


Palabras clave:
Boca a boca electrónico,
emojis, redes sociales,
marketing, publicidad.

Códigos JEL:
C12, M10, M37, M31

Abstract

Currently Retail Food brands understand the importance of social networks in meeting business objectives. Therefore, seek the participation of your clients in these portals through actions such as reactions, comments and shared content (metrics that represent eWOM). Although there are studies that vary the effects of the characteristics of the publications on the performance of eWOM, there are no investigations that identify the appropriate amount of emojis and characters in brand publications to generate greater interaction. Through a negative binomial regression model, the present study establishes the effects of emojis and the extension of the message on user participation on Facebook. The findings reveal that an increase in the number of emojis and characters has positive effects on eWOM actions. However, excessive use of these tools can lead to their decrease.


Keywords:
Electronic Word-of-Mouth,
Emojis, Social media,
Marketing, Advertising.

Artículo Completo
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Instituciones

Universidad del Valle, Colombia
Copyright © 2020. Fundación Universitaria Konrad Lorenz, Colombia

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