Un análisis empírico de las recomendaciones comerciales en los sitios de redes sociales

Abstract

The objective of this work is to analyze the relationship between consumer age and the importance of the recommendations received through online social networks. To conduct the study, a sample of 859 social network users (most of España and Chile) was used. Respondents were asked about the importance given by them to the suggestions received when purchasing the following four product categories: mobile phone, software, food and household products, and travel. Statistical analysis was based on bivariate correlations. The results indicate that there is significant negative relationship between the age of the users of social networks and the importance given to the recommendations in social networks when they buy mobile phones, food and household products, and travel.