RT info:eu-repo/semantics/article
T1 Ewom and 2.0 Opinion Leaders in the Food Context: A Study with a Sample of Spanish Food-Related Weblogs
A1 Sahelices Pinto, César
A1 Lanero Carrizo, Ana
A1 Vázquez Burguete, José Luis
A1 Gutiérrez Rodríguez, Pablo
A2 Algebra
K1 Marketing
K1 Psicología
K1 Ewom
K1 Food context
K1 Food-related lifestyle (FLR)
K1 Opinion leaders
K1 Weblogs
AB [EN] There is no doubt that the arrival of the internet has modified dramatically the way and rhythm of our lives which it reflects directly on our consumption patterns and the way in which individuals interact and search for information. Online platforms, generally known as web 2.0, are usual websites where consumers read reviews from other consumers before making a final decision. In turn, opinion leaders emerge preponderantly within this context exerting an unequal amount of influence on the decision of others. The food sector is not apart from this scenario. This study dives into web 2.0 and ewom with reference to food topics in the Spanish arena. For that purpose, a group of opinion leaders in regard to food aspects is selected. Afterwards, the content of the ewom they emit is determined by means of a cluster analysis. This information is of great importance for businesses and professionals in marketing. Discussion and further lines of research are also included in order to guide interesting future studies.
PB Routledge
SN 1045-4446
LK https://hdl.handle.net/10612/17690
UL https://hdl.handle.net/10612/17690
NO Sahelices-Pinto, C., Lanero-Carrizo, A., Vázquez-Burguete, J. L., y Gutiérrez-Rodríguez, P. (2018). Ewom and 2.0 Opinion Leaders in the Food Context: A Study with a Sample of Spanish Food-Related Weblogs. Journal of Food Products Marketing, 24(3), 328-347. https://doi.org/10.1080/10454446.2017.1266561
DS BULERIA. Repositorio Institucional de la Universidad de León
RD 03-jun-2024