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Electronic word of mouth (eWOM) has an effect on trust prior to purchase of similar branding for both highly branded and off-branded products and services. This chapter shows, through a literature review, the impact of eWOM on building trust and then on sales of search and experience goods. Major findings are presented. eWOM has a stronger impact on the sales of experience goods than on search goods. When considering a purchase online, consumers have more resources about the product or service than those that the retailer or manufacturer provides. These newly available resources are consumer-generated; hence, consumers considering a buy find them more trustworthy. Consumers also value differently whether the consumer-generated content is positive or negative about the product or service they are considering buying. The final part of the chapter discusses the different implications for marketing practitioners.
Juan Carlos Renteria-García; Carlos Hernán Fajardo-Toro; Mauricio Sabogal-Salamanca. Consumer-Generated Content as Clues for Brand Trust in the Digital Era. Advances in Marketing, Customer Relationship Management, and E-Services 2021, 1 -21.
AMA StyleJuan Carlos Renteria-García, Carlos Hernán Fajardo-Toro, Mauricio Sabogal-Salamanca. Consumer-Generated Content as Clues for Brand Trust in the Digital Era. Advances in Marketing, Customer Relationship Management, and E-Services. 2021; ():1-21.
Chicago/Turabian StyleJuan Carlos Renteria-García; Carlos Hernán Fajardo-Toro; Mauricio Sabogal-Salamanca. 2021. "Consumer-Generated Content as Clues for Brand Trust in the Digital Era." Advances in Marketing, Customer Relationship Management, and E-Services , no. : 1-21.
This chapter is a proposal of exogenous and endogenous practical tourism planning which therefore requires the completion of its construction. In this sense, it is necessary for tourism activities to be socialized, developed, questioned, and reformed by indigenous people, actors, and institutions involved with the planning of the municipality of Bahía Solano. The authors summarize the typology of tourism in sociological context with the aim of Colombian perspectives of social and regional development planning in a destination located on the coastline of Pacific Ocean. The main focuses of this chapter are human resources, people management, and planning in tourism with practical examples of Colombian research in the selected zone.
Gabriela Antosova; Mauricio Sabogal-Salamanca; Eva Krizova. Human Capital in Tourism. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry 2021, 282 -302.
AMA StyleGabriela Antosova, Mauricio Sabogal-Salamanca, Eva Krizova. Human Capital in Tourism. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry. 2021; ():282-302.
Chicago/Turabian StyleGabriela Antosova; Mauricio Sabogal-Salamanca; Eva Krizova. 2021. "Human Capital in Tourism." Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry , no. : 282-302.
Bahía Solano is a municipality located on the Pacific coast of Colombia. It has a clear vocation for nature tourism, including beaches, sightseeing, hiking and cultural tourism. Despite efforts to consolidate its tourist destination attraction in recent years, the municipality has organizational and infrastructure problems that threaten the sustainability of ecosystems. For this reason, the updating of a tourism plan that places the user as the center of tourist activity is urgent. The tools of user-centered design allow us to propose a tourism plan focused on the co-creation of services, thanks to the collaboration between different stakeholders in order to generate sustainable tourism for the municipality.
Gabriela Antošová; Mauricio Sabogal Salamanca; Mauricio Peralta Mejía. An Innovation in Tourism Services in Colombia – Case Study of Bahía Solano. Blockchain Technology and Innovations in Business Processes 2020, 76 -85.
AMA StyleGabriela Antošová, Mauricio Sabogal Salamanca, Mauricio Peralta Mejía. An Innovation in Tourism Services in Colombia – Case Study of Bahía Solano. Blockchain Technology and Innovations in Business Processes. 2020; ():76-85.
Chicago/Turabian StyleGabriela Antošová; Mauricio Sabogal Salamanca; Mauricio Peralta Mejía. 2020. "An Innovation in Tourism Services in Colombia – Case Study of Bahía Solano." Blockchain Technology and Innovations in Business Processes , no. : 76-85.
The reasons for buying online have occupied the literature of consumer behavior on the Internet for quite some time. Different theories seek to understand the relationships between different variables of purchasing behavior using this channel. However, the literature has not been sufficiently focused on making comparative analysis between countries, especially between emerging and Latin American countries. For this reason, a comparative study that seeks to understand differences between the reasons to purchase online by country. In 2017, we did survey 552 students, professors and administrative staff in two universities: one in Bogotá, Colombia, and one in Puebla, México using a convenience sampling. We designed a semi-structured questionnaire of 7 items, mostly categorical. Using nonparametric association tests, we discovered that in five of the six questions that are carried out there are significant statistical differences for the two countries such as why they buy in internet, payment methods, shipment, and why they would not buy in the internet . The implications for marketing for those companies interested in penetrating or improving their participation in these markets, is that they should be aware of their differences and use, depending on the country, adapted strategies.
Juan Carlos Rentería-García; Mauricio Sabogal-Salamanca; Yesica Mayett-Moreno. So Similar and Yet So Different: Reasons for Online Purchasing, a Comparative Research in Colombia and Mexico Using Nonparametric Association Tests. Multidisciplinary Journal for Education, Social and Technological Sciences 2019, 6, 92 -133.
AMA StyleJuan Carlos Rentería-García, Mauricio Sabogal-Salamanca, Yesica Mayett-Moreno. So Similar and Yet So Different: Reasons for Online Purchasing, a Comparative Research in Colombia and Mexico Using Nonparametric Association Tests. Multidisciplinary Journal for Education, Social and Technological Sciences. 2019; 6 (2):92-133.
Chicago/Turabian StyleJuan Carlos Rentería-García; Mauricio Sabogal-Salamanca; Yesica Mayett-Moreno. 2019. "So Similar and Yet So Different: Reasons for Online Purchasing, a Comparative Research in Colombia and Mexico Using Nonparametric Association Tests." Multidisciplinary Journal for Education, Social and Technological Sciences 6, no. 2: 92-133.
The use of native ornamental plants in urban landscapes and ornamental consumers’ designs is one strategy to preserve biodiversity. Sprekelia formosissima (L.) Herb., known as Aztec lily (ALY), is one of the nearly 4000 species of native ornamental plants of Mexico. However, its domestic market is not yet developed and is virtually unknown. The objectives of this study were to: (1) compare consumers’ and retailers’ knowledge of ALY, and (2) to identify potential clusters of consumers and retailers based on their knowledge and preferences, such that marketing of the ALY could be best tailored to different market segments, leading to its sustainable commercialization. There were 464 interviews conducted in four nurseries in Mexico. Results showed only one consumer knew about the ALY; additionally, we found different behaviors in consumers and in retailers: those not interested in the ALY, but when they know it is Mexican they will acquire it; those interested no matter the ALY origin, and those who dislike the ALY because it is Mexican. Those answers suggest that improving consumers/retailers knowledge about this native flower could lead to a sustainable commercialization in Mexico, helping to ensure its conservation as well.
Yesica Mayett-Moreno; Jennie Sheerin Popp; Mauricio Sabogal-Salamanca; Sandra Rodríguez-Piñeros; Edith Salomé-Castañeda; Daniel Alberto Flores-Alonso. Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant. Sustainability 2018, 10, 224 .
AMA StyleYesica Mayett-Moreno, Jennie Sheerin Popp, Mauricio Sabogal-Salamanca, Sandra Rodríguez-Piñeros, Edith Salomé-Castañeda, Daniel Alberto Flores-Alonso. Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant. Sustainability. 2018; 10 (1):224.
Chicago/Turabian StyleYesica Mayett-Moreno; Jennie Sheerin Popp; Mauricio Sabogal-Salamanca; Sandra Rodríguez-Piñeros; Edith Salomé-Castañeda; Daniel Alberto Flores-Alonso. 2018. "Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant." Sustainability 10, no. 1: 224.
Resumen Rev.esc.adm.negEste artículo realiza una primera estimación de la relación entre la inversión en medios digitales y algunas variables financieras sectoriales en Colombia. En primera medida, se hace una revisión de la literatura relacionada con el impacto del marketing y del marketing digital en el desempeño de las empresas. A continuación, se realiza un análisis de variables sectoriales de liquidez, rentabilidad, endeudamiento y concentración en los sectores de alimentos, aseo personal, automotriz, bebidas y tabaco, construcción, diversión, muebles, servicios, telecomunicaciones, turismo y vestuario utilizando la técnica de mínimos cuadrados ordinarios (MCO) para los años 2011, 2012, 2013 y 2014. Para el análisis, también se toma la inversión en medios digitales para esos mismos periodos.
Amalia Novoa Hoyos; Mauricio Sabogal Salamanca; Camilo Vargas Walteros. Estimación de las relaciones entre la inversión en medios digitales y las variables financieras de la empresa: una aproximación para Colombia. Revista Escuela de Administración de Negocios 2016, 12 .
AMA StyleAmalia Novoa Hoyos, Mauricio Sabogal Salamanca, Camilo Vargas Walteros. Estimación de las relaciones entre la inversión en medios digitales y las variables financieras de la empresa: una aproximación para Colombia. Revista Escuela de Administración de Negocios. 2016; (80):12.
Chicago/Turabian StyleAmalia Novoa Hoyos; Mauricio Sabogal Salamanca; Camilo Vargas Walteros. 2016. "Estimación de las relaciones entre la inversión en medios digitales y las variables financieras de la empresa: una aproximación para Colombia." Revista Escuela de Administración de Negocios , no. 80: 12.