El Videotutorial como Boca en Boca Electrónico y la Intención de Compra en los Centennials

Translated title of the contribution: The Video Tutorial as Electronic Word of Mouth and Purchase Intention in Centennials

Priscilla Rossana Paredes Floril, Naebislandys Falcon Sanchez

Research output: Contribution to journalArticle


In the dynamic digital marketing world, electronic word-of-mouth (eWOM) as a form of communication has caught the attention of marketing specialists, who use it to leverage their brands and reach a very important segment: centennials. Video tutorials have become a form of eWOM because they introduce and recommend products. This format has been little studied, even though it is widely consumed by centennials for information and learning purposes. The objective of this paper was to analyze the relationship between video tutorial credibility and centennials’ purchase intention. To this end, a review of previous studies on eWOM was taken as the starting point. It included its main dimensions or characteristics, its most popular forms, the determinants of its credibility, and its effect on purchase intention. The study followed a non-experimental, quantitative, cross-sectional, and correlational design. It also employed the analytical–synthetic method. The survey technique was used for data collection by means of an online self-administered Likert-scale questionnaire. The results of the study showed that there is a low to moderate positive relationship between each of the determinants of eWOM credibility and centennials’ purchase intention. Companies could recognize highly credible video tutorials with valuable information on customer satisfaction regarding their products, identifying problems, needs and desires of their consumers.
Translated title of the contributionThe Video Tutorial as Electronic Word of Mouth and Purchase Intention in Centennials
Original languageSpanish (Ecuador)
Pages (from-to)1-22
Number of pages22
JournalRevista Cea
Issue number9
StatePublished - 8 May 2023


  • Centennial purchase intention
  • Credibility
  • Digital Marketing
  • Video tutorial
  • Ewom

CACES Knowledge Areas

  • 314A Administration


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