Conference Paper

Valor percibido de los mensajes en redes sociales

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Abstract

The growing importance of social networks as a communication tool necessitates the development of research-oriented study of its relationship with the user and consumer-generated effects. This study investigates the influence they may have with the perceived value of a message post over a network by a user and the cognitive, affective and behavioral effects. The empirical study was conducted among users of the Facebook social network within the network of "friends” of a major fashion company.

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