Caracterización del fenómeno de «cola larga» en los portales de boca a boca electrónico

María Olmedilla Fernández; Sergio Luis Toral Marín; María del Rocío Martínez-Torres

doi:10.51302/tce.2019.335

Autores/as

María Olmedilla Fernández Assistant professor de la SKEMA Business School (Francia)
Sergio Luis Toral Marín Catedrático de universidad de la Escuela Técnica Superior de Ingeniería de la Universidad de Sevilla (España)
María del Rocío Martínez-Torres Catedrática de universidad en la Facultad de Ciencias Económicas y Empresariales de la Universidad de Sevilla (España)

DOI:

https://doi.org/10.51302/tce.2019.335

Palabras clave:

boca a boca electrónico (eWOM), contenido generado por el usuario, cola larga, distribución de la ley de potencia, método del codo

Resumen

El comercio online y los sistemas de recomendación tienen un efecto sobre la demanda de distintos tipos de productos. El objetivo del artículo es probar si internet promueve los productos más populares o super-hit, los productos menos populares o nicho, o ambos, así como analizar cuantitativamente la coexistencia de los efectos super-hit y de «cola larga». Analizando la curva de distribución de las acciones realizadas por los consumidores en internet sobre 28 categorías de producto, se proponen dos métodos: el método de ajuste de la ley de potencia de la distribución del número de productos (factor de la oferta) por número de comentarios online (factor de la demanda) y el método del codo demarcado por el ajuste de la ley de potencia para probar matemáticamente la presencia de ambos fenómenos. Los datos se extrajeron con un crawler programado con Python y con la librería de código abierto Scrapy. Los hallazgos revelan que el boca a boca electrónico promueve estos fenómenos según las diferentes categorías de productos, así como su coexistencia. Entre las implicaciones gerenciales destacan las nuevas perspectivas sobre los mercados potenciales que pueden abrirse por la expansión de la cola.

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