Voz a voz electrónico: una revisión sistemática de literatura

El objetivo de la investigación es examinar y evaluar la literatura existente sobre el eWOM (electronic Word Of Mouth o voz a voz electrónico) por medio de un análisis bibliométrico, que incluye importantes herramientas de mapeo científico. Para esto, se llevó a cabo una búsqueda bibliográfica en la...

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Autores:: Osorio Andrade, Carlos Fernando
Arango Espinal, Edwin
Rodríguez Orejuela, Héctor Augusto

Tipo de recurso:: Article of journal

Fecha de publicación:: 2022

Institución:: Universidad de San Buenaventura

Repositorio:: Repositorio USB

Idioma:: spa

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dc.title.spa.fl_str_mv	Voz a voz electrónico: una revisión sistemática de literatura
dc.title.translated.spa.fl_str_mv	Voz a voz electrónico: una revisión sistemática de literatura
title	Voz a voz electrónico: una revisión sistemática de literatura
spellingShingle	Voz a voz electrónico: una revisión sistemática de literatura Análisis bibliométrico eWOM Scopus VOSviewer redes sociales revisiones en línea marketing publicidad digital revisión de literatura Voz a voz electrónico bibliometric analysis eWOM Scopus VOSviewer social media online reviews marketing digital advertising literature review Electronic Voice-to-Voice
title_short	Voz a voz electrónico: una revisión sistemática de literatura
title_full	Voz a voz electrónico: una revisión sistemática de literatura
title_fullStr	Voz a voz electrónico: una revisión sistemática de literatura
title_full_unstemmed	Voz a voz electrónico: una revisión sistemática de literatura
title_sort	Voz a voz electrónico: una revisión sistemática de literatura
dc.creator.fl_str_mv	Osorio Andrade, Carlos Fernando Arango Espinal, Edwin Rodríguez Orejuela, Héctor Augusto
dc.contributor.author.eng.fl_str_mv	Osorio Andrade, Carlos Fernando Arango Espinal, Edwin Rodríguez Orejuela, Héctor Augusto
dc.subject.spa.fl_str_mv	Análisis bibliométrico eWOM Scopus VOSviewer redes sociales revisiones en línea marketing publicidad digital revisión de literatura Voz a voz electrónico
topic	Análisis bibliométrico eWOM Scopus VOSviewer redes sociales revisiones en línea marketing publicidad digital revisión de literatura Voz a voz electrónico bibliometric analysis eWOM Scopus VOSviewer social media online reviews marketing digital advertising literature review Electronic Voice-to-Voice
dc.subject.eng.fl_str_mv	bibliometric analysis eWOM Scopus VOSviewer social media online reviews marketing digital advertising literature review Electronic Voice-to-Voice
description	El objetivo de la investigación es examinar y evaluar la literatura existente sobre el eWOM (electronic Word Of Mouth o voz a voz electrónico) por medio de un análisis bibliométrico, que incluye importantes herramientas de mapeo científico. Para esto, se llevó a cabo una búsqueda bibliográfica en la base de datos Scopus, la cual arrojó 841 publicaciones que fueron estudiadas mediante tres tipos de indicadores: cantidad, calidad y estructurales. Asimismo, para lograr una mejor visualización de los datos, se utilizó el programa VOSviewer, que permitió generar redes bibliométricas de acoplamiento bibliográfico y de coocurrencia de términos, con los cuales se identificaron las principales áreas de investigación. De este modo, se logró evidenciar que los estudios en eWOM han tenido un crecimiento progresivo en los últimos cinco años; su producción es liderada por países desarrollados como Estados Unidos, Taiwán y España, con poca representatividad de las naciones latinoamericanas. A partir de un análisis cualitativo de la literatura más reciente, se definieron las futuras líneas de investigación para el desarrollo de estudios complementarios.
publishDate	2022
dc.date.accessioned.none.fl_str_mv	2022-11-10T00:00:00Z 2025-07-31T17:13:43Z
dc.date.available.none.fl_str_mv	2022-11-10T00:00:00Z 2025-07-31T17:13:43Z
dc.date.issued.none.fl_str_mv	2022-11-10
dc.type.spa.fl_str_mv	Artículo de revista
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dc.relation.references.spa.fl_str_mv	Al-Natour, S., y Turetken, O. (2020). A comparative assessment of sentiment analysis and star ratings for consumer reviews. International Journal of Information Management, 54, 102132. https://doi.org/10.1016/j.ijinfomgt.2020.102132 Araújo, C. A. A. (2006). Bibliometria: evolução histórica e questões atuais. Em Questão, 12(1), 11-32. https://seer.ufrgs.br/index.php/EmQuestao/article/view/16 Ardanuy, J. (2012, abril). Breve introducción a la bibliometría. Universitat de Barcelona. https://bit.ly/3wH7eym Babić, A., De Valck, K., y Sotgiu, F. (2020). Conceptualizing the electronic Word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422-448. https://doi.org/10.1007/s11747-019-00706-1 Bansal, H. S., y Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177. https://doi.org/10.1177/109467050032005 Cadavid, L., Awad, G., y Franco, C. J. (2012). Análisis bibliométrico del campo modelado de difusión de innovaciones. Estudios Gerenciales, 28(EE), 213-236. https://doi.org/10.18046/j.estger.2012.1486 Cañedo, R., Rodríguez, R., y Montejo, M. (2010). Scopus: la mayor base de datos de literatura científica arbitrada al alcance de los países subdesarrollados. Revista Cubana de ACIMED, 21(3), 270-282. http://www.redalyc.org/articulo.oa?id=377657496004 Chan, Y. Y. Y., y Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence and Planning, 29(5), 488-516. https://doi.org/10.1108/02634501111153692 Cheung, C. M. K., Lee, M. O. K., y Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247. https://doi.org/10.1108/10662240810883290 Cheung, M. Y., Luo, C., Sia, C. L., y Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38. https://doi.org/10.2753/jec1086-4415130402 Chu, S. C., Chen, H. T., y Gan, C. (2020). Consumers’ engagement with Corporate Social Responsibility (CSR) communication in social media: Evidence from China and the United States. Journal of Business Research, 110, 260-271. https://doi.org/10.1016/j.jbusres.2020.01.036 Chu, S. C., y Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75. https://doi.org/10.2501/IJA-30-1-047-075 Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424. https://www.jstor.org/stable/4134013 Dwyer, P. (2007). Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), 63-79. https://doi.org/10.1002/dir.20078 Goldsmith, R. E., y Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2-14. https://doi.org/10.1080/15252019.2006.10722114 Gruen, T. W., Osmonbekov, T., y Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456. http://dx.doi.org/10.1016/j.jbusres.2005.10.004 Hall, C. M. (2011). Publish and perish? Bibliometric analysis, journal ranking and the assessment of research quality in tourism. Tourism Management, 32(1), 16-27. https://doi.org/10.1016/j.tourman.2010.07.001 Harrison-Walker, L. J. (2001). E-complaining: a content analysis of an Internet complaint form. Journal of Services Marketing, 15(5), 397-412. https://doi.org/10.1108/EUM0000000005657 Hawkins, D. I., Best, R. J., y Coney, K. A. (2004). Consumer behavior: Building marketing strategy (9.a ed.). McGraw-Hill. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., y Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073 Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., y Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330. https://doi.org/10.1177/1094670510375460 Hennig-Thurau, T., y Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. International Journal of Electronic Commerce, 8(2), 51-74. https://doi.org/10.1080/10864415.2003.11044293 Hung, K. H., y Li, S. Y. (2007). The influence of eWOM on virtual consumer communities: Social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495. https://doi.org/10.2501/s002184990707050x Jansen, B. J., Zhang, M., Sobel, K., y Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169-2188. https://doi.org/10.1002/asi.21149 Lee, E. J., y Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo. Computers in Human Behavior, 31, 356-366. https://doi.org/10.1016/j.chb.2013.10.050 Lenhart, A., Purcell, K., Smith, A., y Zickuhr, K. (2010, 3 de febrero). Social media & mobile Internet use among teens and young adults. PEW Research Center. https://bit.ly/3NtoON3 León, A. M., Castellanos, Ó. F., y Vargas, F. A. (2006). Valoración, selección y pertinencia de herramientas de software utilizadas en vigilancia tecnológica. Ingeniería e Investigación, 26(1), 92-102. https://doi.org/10.15446/ing.investig.v26n1.14680 Litvin, S. W., Goldsmith, R. E., y Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468. https://doi.org/10.1016/j.tourman.2007.05.011 Liu, S. Q., Ozanne, M., y Mattila, A. S. (2018). Does expressing subjectivity in online reviews enhance persuasion? Journal of Consumer Marketing, 35(4), 403-413. https://doi.org/10.1108/jcm-02-2017-2109 Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing, 70(3), 74-89. https://doi.org/10.1509/jmkg.70.3.074 López, J. M. (1972). El análisis estadístico y sociométrico de la literatura científica. Centro de Documentación Informática Médica. McWilliam, G. (2000). Building stronger brands through online communities. Sloan Management Review, 41(3), 43-54. https://bit.ly/3PD5azS Nam, K., Baker, J., Ahmad, N., y Goo, J. (2020). Dissatisfaction, disconfirmation, and distrust: An empirical examination of value co-destruction through negative electronic Word-Of-Mouth (eWOM). Information Systems Frontiers, 22(1), 113-130. https://doi.org/10.1007/s10796-018-9849-4 Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 63, 33-44. https://doi.org/10.2307/1252099 Park, D. H., y Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399-410. https://doi.org/10.1016/j.elerap.2007.12.001 Park, D. H., Lee, J., y Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148. https://doi.org/10.2753/JEC1086-4415110405 Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., y Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44(4), 333-348. https://doi.org/10.1017/s0021849904040371 Reyes-Menéndez, A., Correia, M. B., Matos, N., y Adap, C. (2020). Understanding online consumer behavior and eWOM strategies for sustainable business management in the tourism industry. Sustainability, 12(21), 8972. https://doi.org/10.3390/su12218972 Richins, M. L., y Root-Shaffer, T. (1988). The role of involvement and opinion leadership in consumer word-of-mouth: An implicit model made explicit. Advances in Consumer Research, 15, 32-36. https://bit.ly/38I0EQ7 Rodríguez, A., Osorio, C. F., y Peláez, J. (2020). Dos décadas de investigación en electronic word-of-mouth: un análisis bibliométrico. Revista Científica Pensamiento y Gestión, (48), 250-275. https://bit.ly/3Nt5uPV Rueda, G., Gerdsri, P., y Kocaoglu, D. F. (2007). Bibliometrics and social network analysis of the nanotechnology field. PICMET, (2007), 2905-2911. http://dx.doi.org/10.1109/PICMET.2007.4349633 Sen, S., y Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76-94. https://doi.org/10.1002/dir.20090 Solano, E., Castellanos, S. J., López, M. M., y Hernández, J. I. (2009). La bibliometría: una herramienta eficaz para evaluar la actividad científica postgraduada. Revista Electrónica de las Ciencias Médicas en Cienfuegos, 7(4), 291-294. http://www.medisur.sld.cu/index.php/medisur/article/view/745 Sparks, B. A., y Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310-1323. https://doi.org/10.1016/j.tourman.2010.12.011 Spinak, E. (1996). Diccionario enciclopédico de bibliometría, cienciometría e informetría. Unesco. https://bit.ly/3sPWQTX Thorson, K. S., y Rodgers, S. (2006). Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction. Journal of Interactive Advertising, 6(2), 5-44. https://doi.org/10.1080/15252019.2006.10722117 Van Eck, N. J., y Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523-538. https://doi.org/10.1007/s11192-009-0146-3 Van Eck, N. J., y Waltman, L. (2019, 10 de enero). Manual for VOSviwer version 1.6.10. CWTS Meaningful Metrics. https://bit.ly/3MGbAfN Van Eck, N. J., Waltman, L., Dekker, R., y Van Den Berg, J. (2010). A comparison of two techniques for bibliometric mapping: Multidimensional scaling and VOS. Journal of the American Society for Information Science and Technology, 64(12), 2405-2416. https://doi.org/10.1002/asi.21421 Vermeulen, I. E., y Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30(1), 123-127. https://doi.org/10.1016/j.tourman.2008.04.008 Wallin, J. A. (2005). Bibliometric methods: Pitfalls and possibilities. Basic and Clinical Pharmacology and Toxicology, 97(5), 261-275. https://doi.org/10.1111/j.1742-7843.2005.pto_139.x Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270. https://doi.org/10.1177/002224378702400302
dc.rights.spa.fl_str_mv	Carlos Fernando Osorio Andrade, Edwin Arango Espinal, Héctor Augusto Rodríguez Orejuela - 2022
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rights_invalid_str_mv	Carlos Fernando Osorio Andrade, Edwin Arango Espinal, Héctor Augusto Rodríguez Orejuela - 2022 http://purl.org/coar/access_right/c_abf2 http://creativecommons.org/licenses/by-nc-nd/4.0
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dc.publisher.eng.fl_str_mv	Universidad de San Buenaventura Cali
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spelling	Osorio Andrade, Carlos FernandoArango Espinal, EdwinRodríguez Orejuela, Héctor Augusto2022-11-10T00:00:00Z2025-07-31T17:13:43Z2022-11-10T00:00:00Z2025-07-31T17:13:43Z2022-11-10El objetivo de la investigación es examinar y evaluar la literatura existente sobre el eWOM (electronic Word Of Mouth o voz a voz electrónico) por medio de un análisis bibliométrico, que incluye importantes herramientas de mapeo científico. Para esto, se llevó a cabo una búsqueda bibliográfica en la base de datos Scopus, la cual arrojó 841 publicaciones que fueron estudiadas mediante tres tipos de indicadores: cantidad, calidad y estructurales. Asimismo, para lograr una mejor visualización de los datos, se utilizó el programa VOSviewer, que permitió generar redes bibliométricas de acoplamiento bibliográfico y de coocurrencia de términos, con los cuales se identificaron las principales áreas de investigación. De este modo, se logró evidenciar que los estudios en eWOM han tenido un crecimiento progresivo en los últimos cinco años; su producción es liderada por países desarrollados como Estados Unidos, Taiwán y España, con poca representatividad de las naciones latinoamericanas. A partir de un análisis cualitativo de la literatura más reciente, se definieron las futuras líneas de investigación para el desarrollo de estudios complementarios.The aim of the research was to analyze and evaluate the existing literature on eWOM by means of a bibliometric analysis, which included important scientific mapping tools. Thus, a bibliographic search was carried out in the Scopus database, which yielded 841 publications, which were analyzed on the basis of three types of indicators: quantity, quality and structural. Likewise, to achieve a better visualization of the information, VOSviewer software was used to generate bibliometric networks of bibliographic coupling and co-occurrence of terms, with which the main areas of research were identified. Based on the above, it became evident that the studies in eWOM have had a progressive growth in the last 5 years, which have been led by developed countries such as the United States, Taiwan and Spain; however, there is little representation of Latin American countries. Finally, based on a qualitative analysis of the most recent literature, future lines of research for the development of complementary studies were identified.application/pdftext/xml10.21500/22563202.54922256-3202https://hdl.handle.net/10819/26332https://doi.org/10.21500/22563202.5492spaUniversidad de San Buenaventura Calihttps://revistas.usb.edu.co/index.php/GuillermoOckham/article/download/5492/5000https://revistas.usb.edu.co/index.php/GuillermoOckham/article/download/5492/5001287127321Revista Guillermo de OckhamAl-Natour, S., y Turetken, O. (2020). A comparative assessment of sentiment analysis and star ratings for consumer reviews. International Journal of Information Management, 54, 102132. https://doi.org/10.1016/j.ijinfomgt.2020.102132 Araújo, C. A. A. (2006). Bibliometria: evolução histórica e questões atuais. Em Questão, 12(1), 11-32. https://seer.ufrgs.br/index.php/EmQuestao/article/view/16 Ardanuy, J. (2012, abril). Breve introducción a la bibliometría. Universitat de Barcelona. https://bit.ly/3wH7eym Babić, A., De Valck, K., y Sotgiu, F. (2020). Conceptualizing the electronic Word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422-448. https://doi.org/10.1007/s11747-019-00706-1 Bansal, H. S., y Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177. https://doi.org/10.1177/109467050032005 Cadavid, L., Awad, G., y Franco, C. J. (2012). Análisis bibliométrico del campo modelado de difusión de innovaciones. Estudios Gerenciales, 28(EE), 213-236. https://doi.org/10.18046/j.estger.2012.1486 Cañedo, R., Rodríguez, R., y Montejo, M. (2010). Scopus: la mayor base de datos de literatura científica arbitrada al alcance de los países subdesarrollados. Revista Cubana de ACIMED, 21(3), 270-282. http://www.redalyc.org/articulo.oa?id=377657496004 Chan, Y. Y. Y., y Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence and Planning, 29(5), 488-516. https://doi.org/10.1108/02634501111153692 Cheung, C. M. K., Lee, M. O. K., y Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247. https://doi.org/10.1108/10662240810883290 Cheung, M. Y., Luo, C., Sia, C. L., y Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38. https://doi.org/10.2753/jec1086-4415130402 Chu, S. C., Chen, H. T., y Gan, C. (2020). Consumers’ engagement with Corporate Social Responsibility (CSR) communication in social media: Evidence from China and the United States. Journal of Business Research, 110, 260-271. https://doi.org/10.1016/j.jbusres.2020.01.036 Chu, S. C., y Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75. https://doi.org/10.2501/IJA-30-1-047-075 Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424. https://www.jstor.org/stable/4134013 Dwyer, P. (2007). Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), 63-79. https://doi.org/10.1002/dir.20078 Goldsmith, R. E., y Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2-14. https://doi.org/10.1080/15252019.2006.10722114 Gruen, T. W., Osmonbekov, T., y Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. 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Journal of Marketing Research, 24(3), 258-270. https://doi.org/10.1177/002224378702400302Carlos Fernando Osorio Andrade, Edwin Arango Espinal, Héctor Augusto Rodríguez Orejuela - 2022info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.http://creativecommons.org/licenses/by-nc-nd/4.0https://revistas.usb.edu.co/index.php/GuillermoOckham/article/view/5492Análisis bibliométricoeWOMScopusVOSviewerredes socialesrevisiones en líneamarketingpublicidad digitalrevisión de literaturaVoz a voz electrónicobibliometric analysiseWOMScopusVOSviewersocial mediaonline reviewsmarketingdigital advertisingliterature reviewElectronic Voice-to-VoiceVoz a voz electrónico: una revisión sistemática de literaturaVoz a voz electrónico: una revisión sistemática de literaturaArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_dcae04bchttp://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/version/c_970fb48d4fbd8a85Textinfo:eu-repo/semantics/articleJournal articlehttp://purl.org/redcol/resource_type/ARTREVinfo:eu-repo/semantics/publishedVersionPublicationOREORE.xmltext/xml2642https://bibliotecadigital.usb.edu.co/bitstreams/e939f4d0-7996-4911-8d03-cbf051690817/download67accec946ffbb6eace02b6ca5ce3ce4MD5110819/26332oai:bibliotecadigital.usb.edu.co:10819/263322025-07-31 12:13:43.464http://creativecommons.org/licenses/by-nc-nd/4.0https://bibliotecadigital.usb.edu.coRepositorio Institucional Universidad de San Buenaventura Colombiabdigital@metabiblioteca.com

Voz a voz electrónico: una revisión sistemática de literatura

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