El Boca Electronic Ear in a Company Dedicated to the Sale of Pharmaceutical Products and Toiletry Articles. Peru Case

Dávila Valdera L.V.; Espino Carrasco M.; Espino Carrasco D.K.; Dávila Valdera L.J.; Dávila Valdera A.K.; Espino Carrasco M.J.; Vasquez Cachay R.; Díaz Calderón R.R.; Valdera Benavides E.D.; Bravo Gonzales K.E. · Communications in Computer and Information Science (2024) · DOI: 10.1007/978-3-031-49215-0_33

Resumen

The purpose of the research is to determine the electronic word of mouth of a company dedicated to the sale of pharmaceutical products and toiletries, whose applied model was the one proposed by Matute, Polo & Utrilla (2015), the sample was 384 people surveyed, by what the approach applied was the quantitative and descriptive level, obtaining as a result a total score of 5.62 which expresses that the knowledge of the service through the eWOM is influencing the purchase decision and the amount of feedback of the eWOM applied in the company, so it is concluded that the eWOM has become a crucial component of the website, serving as its business card, this is due to the reviews and information provided by customers who have used the product in the past.

Instituciones: Universidad Nacional Mayor de San Marcos; Universidad Nacional Pedro Ruiz Gallo; Universidad César Vallejo; Universidad Señor de Sipán; Universidad Católica Santo Toribio de Mogrovejo