Bibliographic citations
Mesarina, A., (2021). La relación entre la credibilidad del eWOM de Cinesmero y los comentarios de sus usuarios [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/658900
Mesarina, A., La relación entre la credibilidad del eWOM de Cinesmero y los comentarios de sus usuarios [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/658900
@misc{renati/398407,
title = "La relación entre la credibilidad del eWOM de Cinesmero y los comentarios de sus usuarios",
author = "Mesarina Rivera, Angelo Stefano",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The aim of this paper is to analyze the relationship between the credibility of Cinesmero's eWOM through its YouTube channel and the comments of users who interact with its videos. For this purpose, the literature on the importance of eWOM was reviewed, as well as that of opinion leaders, and especially that of credibility of the messages of these individuals. It was found that credibility can be divided into three major levels of empirical and subjective analysis that serve to make a deeper content analysis work on the objects of study. For this purpose, we proceeded through the paradigm of social constructivism, by means of a descriptive research and case study to propose several qualitative analysis instruments that help to make content analysis and interviews to achieve the greatest amount of precision in the subjective vision of credibility perceived by the user. The selection criteria of the content to be analyzed were relevance, interactivity and diversity.
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