Bibliographic citations
Lavado, F., Milla, B. (2022). Experiencia de marca, boca a boca electrónico y lealtad a la marca en relación a la comunidad virtual de la marca en plataformas de streaming [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/668224
Lavado, F., Milla, B. Experiencia de marca, boca a boca electrónico y lealtad a la marca en relación a la comunidad virtual de la marca en plataformas de streaming [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/668224
@misc{renati/1294371,
title = "Experiencia de marca, boca a boca electrónico y lealtad a la marca en relación a la comunidad virtual de la marca en plataformas de streaming",
author = "Milla Rivera, Brajham Alonso",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
After the start of the pandemic, various consumers, mostly the majority of the population, began to consume streaming platforms. In addition, the objective of this research is to study the influence of the variables Brand experience, electronic word of mouth and brand loyalty in relation to the brand's virtual community on streaming platforms; with the purpose of knowing the influence that streaming platforms have on Peruvians. Therefore, the methodology used was the relationship of 400 respondents through a non-probabilistic sampling using the Likert scale adapted to the model of other authors. This study is relevant, since it seeks to integrate future variables, which are electronic word of mouth and the brand's virtual community on streaming platforms.
This item is licensed under a Creative Commons License