Online Content Creation and Consumption Based on Positive Consumer Emotions: Case Study

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dc.creatorOtero-Gómez, María Cristina
dc.creatorGiraldo-Pérez, Wilson
dc.date2022-04-18
dc.date.accessioned2025-10-01T23:48:54Z
dc.descriptionThe aim of this study was to analyze whether positive consumer emotions are significantly related to electronic word-of-mouth, brand defense, and resistance to negative information in the social media context. This study was carried out with a segment of young consumers who have visited a nightclub that conducts recreational activities and, therefore, promotes the development of positive emotions such as joy, love, and pride. An online survey designed on Facebook collected 473 valid filled-out forms. A quantitative approach was applied by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical results show that users’ positive emotions largely influence their resistance to negative information. Thus, consumers rejected online comments that criticized their brand. It was concluded that the most influential emotion in online content creation and consumption is joy. Besides, it was established that the relationship between positive emotions and online content creation/dissemination has different responses when it is moderated by active or passive consumer behavior. Regarding electronic word-of-mouth, there are no significant differences among the participants. However, the case is the opposite in online brand defense and resistance to negative information because active consumers show more willingness to interact on social media.en-US
dc.descriptionEl propósito de este artículo fue analizar si las emociones positivas del consumidor están relacionadas significativamente con el boca a boca electrónico, la defensa de la marca y la resistencia a la información negativa en el contexto de los medios sociales. El estudio fue aplicado a un segmento de consumidores jóvenes que visitan un lugar de entretenimiento nocturno que favorece la realización de actividades recreativas y, por consiguiente, promueve el desarrollo de emociones positivas como la alegría, el amor y el orgullo. Se diseñó una encuesta en línea a través de Facebook que permitió la recolección de 473 cuestionarios válidos. La investigación se realizó con un enfoque cuantitativo, mediante los modelos que utilizan las ecuaciones estructurales a partir de los mínimos cuadrados parciales (PLS-SEM). Los resultados empíricos mostraron que las emociones positivas de los usuarios influyen en mayor medida en la resistencia a la información negativa. De esta manera, los consumidores rechazaron los cometarios en línea que criticaban su marca. Se concluye que la emoción que más aporta en la creación y consumo de contenido online es la alegría. Asimismo, se establece que la relación entre las emociones positivas y la creación/divulgación de contenido online tiene diferentes respuestas cuando es moderada por el comportamiento activo o pasivo del consumidor. En el caso del boca a boca electrónico, no existen diferencias significativas entre los participantes. Caso contrario sucede con la defensa y la resistencia a la información negativa, debido a que los consumidores activos demuestran una mayor disposición a interactuar a través del social media.es-ES
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dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1857
dc.identifier10.22430/24223182.1857
dc.identifier.urihttps://hdl.handle.net/20.500.12622/7047
dc.languagespa
dc.publisherInstitución Universitaria ITMes-ES
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1857/2359
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1857/2360
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1857/2361
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1857/2362
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dc.rightsDerechos de autor 2022 Instituto Tecnológico Metropolitanoes-ES
dc.rightshttp://creativecommons.org/licenses/by-nc-sa/4.0es-ES
dc.sourceRevista CEA; Vol. 8 No. 17 (2022); e1857en-US
dc.sourceRevista CEA; Vol. 8 Núm. 17 (2022); e1857es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectPositive emotionsen-US
dc.subjectelectronic word-of-mouthen-US
dc.subjectbrand defenseen-US
dc.subjectresistance to negative informationen-US
dc.subjectemociones positivases-ES
dc.subjectboca a boca electrónicoes-ES
dc.subjectdefensa de la marcaes-ES
dc.subjectresistencia a la información negativaes-ES
dc.titleOnline Content Creation and Consumption Based on Positive Consumer Emotions: Case Studyen-US
dc.titleLa creación y el consumo de contenido online a partir de las emociones positivas de los consumidores: estudio de casoes-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion

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