AUTOR

GuadalupeAguadoGuadalupe

UniversidadCarlosIIIdeMadrid
2!63!-(=)3283%>28$"

AlbertoGarcaGarca

UniversidadComplutensedeMadrid

ESTUDIO
RECIBIDO

2dejuniode2009
ACEPTADO

7dejuliode2009
PGINAS

Dela

ISSN:1885-365X

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DelWord-of-mouthalMarketingviral:
aspectosclavesdelacomunicacina
travsderedessociales
FromWord-of-mouthtoViralmarketing:keyaspects
ofthecommunicationacrosssocialnetworks
Elpresenteartculotieneporobjetodejarconstanciadelaimportanciaquelasredessocialesyel
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nuevossistemasdeentretenimientoydeinformacin.Seabordanlosaspectosesencialesaconsi
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delmensaje.Enelartculoseanalizacondetenimientocmolaconvergenciaentremediosrequiere
denuevastcnicasdeproduccin,siendolarealizacinyeldiseofactoresclavesdelxitoenesta
nuevaformadeentenderlacomunicacin.
PALABRASCLAVE:Marketingviral,redessociales,sistemamultiplataforma,interaccin
Thepresentarticleintroducestherelevancethatthesocialnetworksandtheviralcommunicationhaveacquiredinthe
approachesofthecommunicationasnewsystemsofentertainmentandofinformation.Theauthorsexplaintheessential
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KEYWORDS:Viralmarketing,socialnetworks,systemmultiplatform,interaction

1.DelWord-of-mouthalMarketingviral

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DelWord-of-mouthalMarketingviralporGuadalupeAguadoGuadalupeyAlbertoGarcaGarca

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DelWord-of-mouthalMarketingviralporGuadalupeAguadoGuadalupeyAlbertoGarcaGarca

RevistaComunicacinyHombreNmero5Ao2009

3.Nuevastcnicasdeproduccin:necesidadde
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4.Larealizacinyeldiseo:factoresclaves
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T('"$'-$7$0'#$0"!5'#!5!'30!'R0*%!'#4!&!.(52!<'"*0('A3$'4!'234&*-*.3"*D0'-$7$'$"&!5'#5$
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5!%&$5@"&*%!"'-$'4("'-*.$5$0&$"'-*"#("*&*+("'E+*"3!4*:!%*D0'$0'+$0&!0!'-$'4("''(5-$0!-(5$"'
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DelWord-of-mouthalMarketingviralporGuadalupeAguadoGuadalupeyAlbertoGarcaGarca

RevistaComunicacinyHombreNmero5Ao2009

10

ESTUDIOS

!3-*(+*"3!4'$2#4$!-('A3$'"371!%$'$0'30!'$"&B&*%!'!#4*%!-!'!'$"&$'&*#('-$'%*5%30"&!0%*!'
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%)('1'"$6R0'"$O!4!'?!55!O!6!'Q4D6*%!2$0&$'$4'2!1(5'0R2$5('-$')(5!"'-$'%(0"32('-$'
90&$50$&<'-*"2*031$'$4'%(0"32('-$'(&5!"'!%&*+*-!-$"<'#3$"'$4'*0-*+*-3('&*$0-$'!'"3"&*&3*5'
30!"'!%&*+*-!-$"'#(5'(&5!"8'G$')$%)(<'30'2!1(5'3"('-$'4!'N$-'!.$%&!'!4'%(0"32('-$'4("'
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g0'+*53"'7*(4D6*%('0('&*$0$'+*-!'*0-$#$0-*$0&$<'"*0('A3$'0$%$"*&!'-$'2$&!7(4*"2('!%&*
+('#!5!'5$#4*%!5"$8'g0!'+$:'A3$'!&!%!'!'30!'%B434!'+*+!<'$4'+*53"'"$'5$#5(-3%$'-$'2!0$5!'
$L#(0$0%*!4'(7&$0*$0-('&(-("'4("'5$%35"("'#!5!'$44('-$'4!'%B434!'!.$%&!-!8'G$"#3B"<'$4'
+*53"'!7!0-(0!'4!'%B434!'1'73"%!'(&5!"'-*.$5$0&$"'!'4!"'A3$'#!5!"*&!58

ESTUDIOS

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+$5"('-$'4("'532(5$"'1'4("'*0&$5$"$"'%(230$"'-$'653#("'2*0(5*&!5*("8'P4'7(%!'!'7(%!'
*2#4@%*&('$0'4!"'5$-$"'"(%*!4$"'+*5&3!4$"<'0('$"'&!0'"D4('30!'%!5!%&$5@"&*%!'('%3!4*-!-'-$'
4!' ,$7' H8I<' "*0(' A3$' "$' %(0.(52!' %(2(' 30' $4$2$0&(' $"&53%&35!4<' %!"*' 6$0B&*%(<' -$' 4!'
2*"2!8'^2#4*/%!5'$4'532(5'%(0+$5"!%*(0!4'$0'5$4!%*D0'!'$"&$'.!%&(5'$"'$4'#30&('-$'#!5&*
-!'"(75$'$4'A3$'"$'&*$0$0'A3$'$"&53%&35!5'4!"'%!2#!O!"'-$'2!5;$&*06'+*5!4<'1!'A3$'$"&C'
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%(0"32*-(5'!-A3*$5$'30'#!#$4'5$4$+!0&$'#3$"&('A3$'-$7$2("'!&!%!5'-*5$%&!2$0&$'4!'$"
&53%&35!'-$'4!'%!2#!O!'$0'.30%*D0'-$4'03$+('5(4'A3$'!-A3*$5$'%(2('3"3!5*('-$'90&$50$&S'
4!'-$'%5$!-(5'1'-*.3"(5'-$'2$0"!M$"8'?!'$"&*234!%*D0'!'4!'#!5&*%*#!%*D0'5$A3*$5$'2$0"!
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A3$<'"*$0-('6$0$5!-!'$0'4!'+*5&3!4*-!-<'&*$0$'A3$'&5!-3%*5"$'1'%(0"$63*5'"3"'(7M$&*+("'$0'
$4'$"#!%*('5$!48'k<'!30A3$'4!'$/%!%*!'-$'4!"'%!2#!O!"'-$'2!5;$&*06'+*5!4'$0'$"&$'"$0&*-('
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2$0&$'$0'$4'%(2#(5&!2*$0&('-$'4("'3"3!5*("'1<'#(5'$L&$0"*D0<'-$'4("'%(0"32*-(5$"8'g0!'
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5.Conclusiones
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)!%$54('$0%(0&5!0-('4!"'2(&*+!%*(0$"'$"$0%*!4$"'-$'$"$'#R74*%(<'1'-$-*%!0-('&*$2#('1'
$".3$5:('!'%5$!5'30'%(0&$0*-(<'"$5+*%*('('$L#$5*$0%*!'A3$'44$63$'!'$"&$'#R74*%('"*0'#5(
+(%!5'$"%$#&*%*"2(8'P4'2!5;$&*06'+*5!4'*0+(43%5!'!'"3"'-$"&*0!&!5*("<'"$-3%$<'$+(43%*(0!'
$0'2!0("'-$'4("'%(0"32*-(5$"<'A3$'4(')!%$0'%5$@74$'#!5!'(&5("'%(0"32*-(5$"8'P4'!6$0&$'
+*5!4'-$7$'$0.(%!5"$'!'4!'2$-*-!'-$4'#R74*%('(7M$&*+(8'W*0'$"&$'$0.(A3$<'"$'#(-5@!'!%!7!5'
#(5'&$0$5'30!'65!0'%!0&*-!-'-$'&5C/%('"*0'0*06R0'+!4(5'1'%(0'%("&$"8

g0!'%!2#!O!'+*5!4'$2#*$:!'#(5'30'2$0"!M$'A3$'#(5'"@'"D4('0('$"'0!-!8'WD4('%3!0-('
"$'4(65!'A3$'$4'*0-*+*-3('#!5&*%*#$'-$4'2*"2('1'4('-*.30-!'$0'"3'5$-'"(%*!4'$"'%3!0-('%(
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44$6!5'!'%(0"$63*5'$4'BL*&(8''?!'*0&$0%*D0'-$4'2$0"!M$'-$7$'$"&!5'4!&$0&$'$0'$4'*0*%*('-$'4!'
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$"&*234!'4!'&5!0"2*"*D0'-$4'2$0"!M$'-$'4!"'2!5%!"'$2#4$!0-(<'#!5!'$44(<'&(-!"'4!"')$
55!2*$0&!"'A3$')!0')$%)('-$'4!',$7'H8I'$4'*0"&532$0&('-$'5!2*/%!%*D0'1'%(0$L*D0'"(%*!4'
2C"'5$4$+!0&$'$'*2#(5&!0&$'-$'4("'R4&*2("'&*$2#("8'^#4*%!%*(0$"'#$5"(0!4*:!-!"<'+@-$("<'
!-+$56!2$"<',*-6$&"<'888<'"*5+$0'#!5!'$"&*234!5'4!'#!5&*%*#!%*D0'-$4'%*3-!-!0('A3$<'#(5'

2)'P"&!2("'!0&$'30'2(-$4('%(230*%!&*+('$0'$4'A3$'#!5!'#(-$5'%(2#$&*5'4!"'%(2#!O@!"'
-$7$0'%(2#5$0-$5'A3$'0('+$0-$0'4("'#5(-3%&("'!'%4*$0&$"'*0-*+*-3!4$"<'"*0('2C"'7*$0'!'
redesdeclientes.

DelWord-of-mouthalMarketingviralporGuadalupeAguadoGuadalupeyAlbertoGarcaGarca

RevistaComunicacinyHombreNmero5Ao2009

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Bibliografa
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U^VF9_Tdh9UPT`<'h8Y'NPT^NG<'wb''EHIIHKS'DeSourcesre.Nouvellesrumeursdaujoudhui<'F!1(&<'F!5*"8
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RevistaLatinadeComunicacinSocia4<'r><'#C6*0!"'HJ]'!'He>8'?!'?!630!'E`$0$5*.$KS'g0*+$5"*-!-'-$'?!'?!630!'-$')&&#Sjj,,,8
3448$"j#374*%!%*(0$"j4!&*0!jvHIIJjH>v>ZvW!0&*!6(j[5!0%*"%(vU!2#("8)&24
U_N`xy^N'N_GNzqgPy<'[5!0%*"('w!+*$5'EHIIZK'QN32(5$"'1'4$1$0-!"'357!0!"'$'90&$50$&c<'%(0"34&!-('$0'http://pascalfroissart.
online.fr/3cache/2004cortazar.pdf
q^NUz^'U^TU?9T9<'T8'EHIIJK<'Lectores,espectadoreseinternautas<'b!5%$4(0!<'q$-*"!8
q^NUz^'q^NUz^<'^8'EHIIrK8'QU5$!5'*0&$5!%&*+*-!-'$0'4!'&$4$+*"*D0'-*6*&!4c<'ActasdeponenciasycomunicacionesIVCongresoInter
nacionaldeCiberperiodismo<'P-*%*(0$"'[9PU<'V!-5*-8
q^a?9TW{9<'V8'EHII>K8'InteractiveTVProduction.FocalPress.
t9??W<'V8'E\ee]K<'IntranetasGroupware<'w()0'a*44$1'|'W(0"<'T3$+!'k(5;8'
wPT{9TW<'t8'EHIIrK<'ConvergenceCulture:WhereOldandNewMediaCollide<'T3$+!'k(5;<'T$,'k(5;'g0*+$5"*&1'F5$""8
{^`y<'N8'?8'EHIIJK<'Q?!'"(75$+!4(5!%*D0'-$'4!"'5$-$"'"(%*!4$"'$0'90&$50$&c<'Enter<'J\<'V!-5*-8
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?_G9Wt<'?8VY'V_Nq^T<'t8'?8Y'^NUt^VbP^g<'W8'EHII]KS'MarketingThatWorks:HowEntrepreneurialMarketingCanAddSustai
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_Nq^G<'W8'EHIIrK8'Q`)*"'7(L',!"'2!-$'.(5',!4;*06ic'LondonSchoolofEconomicsandPoliticalSciencie"8'T(+*$275$'HIIr'~P0'
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DelWord-of-mouthalMarketingviralporGuadalupeAguadoGuadalupeyAlbertoGarcaGarca

RevistaComunicacinyHombreNmero5Ao2009

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