Influencia del boca a boca tradicional VS. El boca a boca digital en las redes sociales facebook e instagram, en la decisión de compra de vestimenta vía online para estudiantes de 18 a 27 años de la Universidad de Cuenca. Periodo 2017

Abstract

Word of mouth traditional is considered like a older way of communication that has influented in the consumers. Nowadays this is seen as marketing tool due to development of new technology. The internet and diffusion of social network have made important changes in interpersonal influences and as a result digital Word of mouth is a new way of communication. In this article we analize the influence of WOM and e-WOM in Facebook e Instagram about the online puerchases of clothing over students of university of Cuenca based in mishra and Fisher scales. The designo f this investigation that we used was descriptive with cross section. The results indicated there are not significative difference between both influences, however the female gender is mostly influenced by e-WOM. The key factors that determine the influence on the communication processes are the credibility of the source and the active and passive participation.