MavenismoUn análisis de sus motivaciones

  1. Urrutikoetxea Arrieta, Beñat 1
  2. Rodríguez Molina, Miguel 1
  3. Castañeda García, José Alberto 1
  1. 1 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Revista:
Hipertext.net: Revista Académica sobre Documentación Digital y Comunicación Interactiva

ISSN: 1695-5498

Año de publicación: 2018

Número: 16

Tipo: Artículo

DOI: 10.31009/HIPERTEXT.NET.2018.I16.09 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Hipertext.net: Revista Académica sobre Documentación Digital y Comunicación Interactiva

Resumen

En un mundo online sobrecargado, los usuarios buscan ayuda a la hora de tomar decisiones utilizando nuevas fuentes de información como referencia. Estas fuentes son identificadas como influenciadores y, entre ellos, los mavens son un tipo que tradicionalmente ha destacado en la literatura. En este contexto, el uso de los influenciadores en las estrategias de marketing de las empresas se ha incrementado. Por lo tanto, el propósito de este estudio es conocer las motivaciones que determinan el comportamiento de los mavens. Un total de 84 respuestas de influenciadores del sector del turismo fueron obtenidas analizando la influencia de las motivaciones en el comportamiento de los mavens a través del método de momentos generalizados. Los resultados muestran que los mavens tienen como motivaciones principales el altruismo, la empatía, la reciprocidad, la ganancia personal y la diversión. Las conclusiones obtenidas son valiosas a la hora de planificar estrategias de “Marketing con Influenciadores”, ya que permite conocer mejor las motivaciones de este grupo clasificado como mavens. Al mismo tiempo, es de gran valor para aquellos profesionales que buscan influir a través de sus publicaciones en Internet.

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Información de financiación

Esta investigación ha sido posible gracias al apoyo del proyecto: “El efecto de las recomendaciones en el comportamiento del turista y en el valor de marca del destino. I+D+I ECO2015-65306-R” (MINECO/FEDER)

Financiadores

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Fuente de los datos: Dialnet