Persona:
Dávila Espuela, Nelida

Foto de perfil
Dirección de correo electrónico
ORCID
Fecha de nacimiento
Proyectos de investigación
Unidades organizativas
Puesto de trabajo
Apellidos
Dávila Espuela
Nombre de pila
Nelida
Nombre

Filtros

2023 - 20243
Restablecer filtros

Ajustes

Resultados de la búsqueda

Mostrando 1 - 3 de 3
  • Miniatura
    Publicación
    Social networks and customer loyalty: review of loyalty keys and main social networks publications’ characteristics
    (Frontiers, 2023-10-20) Dávila Espuela, Nelida; Reina Paz, María Dolores; Sevilla Sevilla, Claudia
    The aim of this work is to shed light on the characteristics and relationship between customer loyalty and publications by the companies on social networks; it has been undertaken with the aid of an exhaustive review of previous studies from 1994 up to the present time. The purpose of the research is to generate a model that can tackle the practical characteristics of the publications on social networks to encourage loyalty. With a view to this, a model is developed that is an extension of the traditional “Four Stage Loyalty Model” based on other constructions of the same model, and combined with the characteristics of social networks publications defined in earlier literature. This reflexive approach is particularly important here due to the fact that companies have to be closer to customers’ requirements and customers have the option to choose from which type of communication they wish to be the object.
  • Miniatura
    Publicación
    The usage time of social media as a predictor of customer loyalty
    (Springer, 2024-08-24) Dávila Espuela, Nelida; Reina Paz, María Dolores; Erro Garcés, Amaya
    This paper aims to shed light on the potential influence of daily usage time of social media on customer loyalty through social media. The main objective is to identify, on the one hand, possible generational differences regarding usage time and, on the other, what characteristics of social media posts impacting loyal customer outcomes are most affected by usage time. To this end, after an exhaustive review of the current state of the art, an online survey was conducted in the last quarter of 2022 with a sample of 485 individuals to assess their opinions and intentions toward different types of social media posts. Attitudinal responses were collected for 12 study variables, and an independence test and a series of regressions were conducted to validate the hypotheses. The results indicate that there are indeed generational differences in social media usage time. Additionally, it was observed that usage time is a significant predictor of social media loyalty in general and, specifically, for loyalty created through posts with relevant content, campaigns with incentives, and popular content among friends. Among the conclusions of this study is the applicability to the business sector, regarding the various considerations that companies should take into account based on their communication objectives and the target user profile, as well as the type of social media posts they should consider.
  • Miniatura
    Publicación
    La fidelización en redes sociales: diferencias actitudinales y de intencionalidad entre la generación X y Milenials, y análisis de la influencia del tiempo de uso
    (Universidad Nacional de Educación a Distancia (España). Escuela Internacional de Doctorado. Programa de Doctorado en Economía y Empresa, 2024) Dávila Espuela, Nelida; Reina Paz, María Dolores; Erro Garcés, Amaya