Abstract
The expansion of Facebook as a social network, which aggregates countless individuals and companies, makes it a potential tool in the promotion of products and services. In this context, this research seeks to understand how word of mouth communication in a virtual platform using Facebook can be an influence in attracting new communicators. The Dali Cocina restaurant represented the experiment reference. The methodology included a descriptive phase and an experimental analysis. The first questionnaire was administered to 150 users simultaneously frequenting Facebook and restaurants. Next, the experimental phase of work took place, where 12 random guests who worked on the initial message emission through the Facebook tool participated. From there, the following parameters were monitored: the number of followers, their interactions and views of the restaurant’s Fanpage. The results confirm that the word of mouth communication through the Facebook platform is an excellent tool for disclosure in the company studied, Dali Cocina.
Highlights
The act of consumption is an essential practice of the entire capitalist society and consists of the need to acquire goods or services for enjoyment
The conception that the method of science is objective and that it always takes into account that the observer and his actions are in line with this study, which will be guided through the investigation of quantitative analysis of which relies on the positive frequency of repetition of observed events in the sample that in this case is the audience's Facebook of Dalí Cocina
Known as descriptive, a questionnaire was conducted to collect information required to be introduced in the second phase assisting in the creation of proposals that will be the future focus of the artificial marketing
Summary
The act of consumption is an essential practice of the entire capitalist society and consists of the need to acquire goods or services for enjoyment. There is a need to consume from basic commodities to those considered luxurious Their choice varies with each individual, being influenced by their knowledge, attitude, motivation, personality, values and available resources (Engel; Miniard & Blackwell, 2000; Gresolle, 2008). It is configured here the first thematic delimitation of this research, which targets the consumer who buys for himself. Buying a product or good occurs rationally when individuals buy what is needed, paying an acceptable value for it. The rational purchase is generally associated with the acquisition of high value assets like real estate There is another type of purchase, motivated by emotion, by impulse. There is not always a real need of the product, which ends up being acquired by the emotional appeal it has on the individual (Kotler, 1998)
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