dc.contributor | Ljupka, Naumovska | |
dc.creator | Uribe Arango, Ana Maria | |
dc.date.accessioned | 2022-10-25T17:31:53Z | |
dc.date.accessioned | 2023-06-06T17:11:25Z | |
dc.date.available | 2022-10-25T17:31:53Z | |
dc.date.available | 2023-06-06T17:11:25Z | |
dc.date.created | 2022-10-25T17:31:53Z | |
dc.identifier | https://doi.org/10.48713/10336_36786 | |
dc.identifier | https://repository.urosario.edu.co/handle/10336/36786 | |
dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/6650506 | |
dc.description.abstract | During the pandemic, people around the world had to find new ways to perform every activity they did before, this includes shopping. Something that everyone was used to doing in a physical store, had to quickly become a virtual experience because of the challenges and restrictions that COVID-19 brought. This is when online shopping started booming in some countries as never before seen, specifically in the Latin-American market, creating new buying trends, more competition, advertisements through online channels, the increase of users on social media, and the rise of influencers. That’s when users started creating content to support companies or to express their opinions concerning a product or brand, to give honest reviews, and that lead them to have followers who trusted them; and companies didn’t stay behind, they also started posting more on their social media and websites to express empathy with the situation of the pandemic, to connect more with their customers and to grow their sales with a different way of advertisement. Said this, this research aims to study the impact of user-generated content (UGC) and company-generated content (CGC) on customer acquisition and customer retention, two key concepts for a successful CRM strategy and thus, paramount for companies and businesses. In this way, this research applies a quantitative research methodology, where one survey was done on 131 participants of Colombia both men and women to understand the behavior of the Colombians regarding UGC and CGC towards customer acquisition and customer retention. The results of the research showed that CGC has a greater impact on customer acquisition and customer retention in the Colombian market compared to the UGC. However, it is also seen that it depends on the demographics of the target audience because if the targeted audience is from young generations such as gen Z, they will trust UGC more for customer acquisition. In conclusion, this research helps companies understand how they can attract Colombian customers and how can they make them loyal with the tools of UGC and CGC. | |
dc.language | spa | |
dc.publisher | Universidad del Rosario | |
dc.publisher | Escuela de Administración | |
dc.publisher | Administración de Negocios Internacionales | |
dc.rights | info:eu-repo/semantics/openAccess | |
dc.rights | Abierto (Texto Completo) | |
dc.rights | EL AUTOR, manifiesta que la obra objeto de la presente autorización es original y la realizó sin violar o usurpar derechos de autor de terceros, por lo tanto la obra es de exclusiva autoría y tiene la titularidad sobre la misma.
PARGRAFO: En caso de presentarse cualquier reclamación o acción por parte de un tercero en cuanto a los derechos de autor sobre la obra en cuestión, EL AUTOR, asumirá toda la responsabilidad, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos la universidad actúa como un tercero de buena fe.
EL AUTOR, autoriza a LA UNIVERSIDAD DEL ROSARIO, para que en los términos establecidos en la Ley 23 de 1982, Ley 44 de 1993, Decisión andina 351 de 1993, Decreto 460 de 1995 y demás normas generales sobre la materia, utilice y use la obra objeto de la presente autorización.
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POLITICA DE TRATAMIENTO DE DATOS PERSONALES. Declaro que autorizo previa y de forma informada el tratamiento de mis datos personales por parte de LA UNIVERSIDAD DEL ROSARIO para fines académicos y en aplicación de convenios con terceros o servicios conexos con actividades propias de la academia, con estricto cumplimiento de los principios de ley. Para el correcto ejercicio de mi derecho de habeas data cuento con la cuenta de correo habeasdata@urosario.edu.co, donde previa identificación podré solicitar la consulta, corrección y supresión de mis datos. | |
dc.rights | http://creativecommons.org/licenses/by-nd/2.5/co/ | |
dc.rights | Atribución-SinDerivadas 2.5 Colombia | |
dc.source | instname:Universidad del Rosario | |
dc.source | reponame:Repositorio Institucional EdocUR | |
dc.subject | Contenido generado por el usuario (UGC) | |
dc.subject | Contenido generado por la empresa (CGC) | |
dc.subject | Adquisición de clientes | |
dc.subject | Retención de clientes | |
dc.subject | Mercado colombiano | |
dc.title | How can user-generated content (UGC) and company-generated (CGC) content impact customer acquisition and customer retention in the Colombian market? | |
dc.type | bachelorThesis | |