Abstract Purpose Word-of-mouth (WOM) valence refers to the favorable impact of positive WOM on marketing outcomes. However, studies have shown that negative WOM can have a greater influence. Therefore, this study aims to explore the impact of negative online WOM (OWOM) on marketing. Theoretical framework Drawing from the perspectives of psychology and communication, and using the sender-message-channel-receiver (SMCR) communication process theory, we construct a moderated mediation model to explore the mechanism and threshold of WOM recipients’ product involvement in reversing the impact of WOM valence on product attitude. Design/methodology/approach SPSS 22.0 and SmartPLS 3.0 were used to empirically analyze the survey data from a sample of 1,107 consumers. Findings Our study reveals a nonlinear relationship between negative OWOM recipients’ product involvement and consumer product attitude, mediated by risk perception and moderated by sender characteristics and WOM characteristics. The relationship shows a U-shaped curve between product involvement and product attitude, and an inverted U-shaped curve between product involvement and risk perception. Risk perception mediates the relationship between product involvement and product attitude, which varies with the strength of the sender-recipient relationship and the amount of negative WOM. Sender professionalism moderates both the U-shaped and the inverted U-shaped curves. Practical & social implications of research From a practical standpoint, our findings have implications for the management of OWOM marketing for fresh agricultural products. Originality/value Our study provides a more nuanced understanding of the impact of negative WOM on consumer attitudes, challenging the one-sided focus on strengthening positive WOM valence in the context of the Internet. Wordofmouth Word mouth (WOM outcomes However influence Therefore (OWOM sendermessagechannelreceiver message channel receiver SMCR (SMCR theory recipients attitude Designmethodologyapproach Design methodology approach 220 22 0 22. 30 3 3. 1107 1 107 1,10 consumers Ushaped U shaped senderrecipient recipient curves standpoint products Originalityvalue Originality value attitudes onesided one sided Internet 2 110 10 1,1 11 1,

RESUMEN La capacidad de obtener información sobre el mercado es una necesidad estratégica para que las empresas sigan siendo competitivas. A pesar de esto y del enorme volumen de datos que generan los consumidores cada segundo, las empresas rara vez tienen la cultura de tomar decisiones de marketing basadas en datos y, cuando lo hacen, rara vez utilizan datos de consumidores ampliamente disponibles en línea, especialmente en las redes sociales. Una razón es que estos datos (por ejemplo, textos) tienden a ser "sucios", desorganizados y voluminosos, los llamados datos no estructurados. A pesar de la complejidad que implica extraer valor informativo de estos datos, las empresas pueden obtener conocimientos que pueden mejorar la toma de decisiones y dar como resultado un mayor rendimiento competitivo. El propósito de este artículo es discutir los beneficios de los nuevos tipos de datos que se han vuelto más abundantes y accesibles en la Web 3.0, a través de redes sociales populares, así como los nuevos métodos de análisis, particularmente los métodos de aprendizaje. Para ello, se llevó a cabo una extensa revisión de la literatura y se realizó un modelado de temas para obtener una visión general de los datos y métodos. Al final, el artículo sugiere seis desafíos principales de marketing a los que puede contribuir el análisis de datos no estructurados, mejorando la competitividad de las empresas. competitivas segundo hacen línea por ejemplo textos sucios, sucios , "sucios" voluminosos estructurados competitivo 30 3 0 3.0 populares aprendizaje ello final "sucios 3.

ABSTRACT The capacity to obtain market insights is a strategic need for companies to remain competitive. Despite this and the massive volume of data generated by consumers every second, companies rarely have the culture of making marketing decisions based on data and, when they do, rarely use consumer data widely available online, especially on social networks. One reason is that these data (e.g. texts) tend to be “dirty”, disorganized and bulky, a so-called unstructured data. The purpose of this article is to discuss the benefits of new types of data that have become more abundant and accessible in Web 3.0 through popular social networks, as well as new methods of analysis, particularly learning methods for prediction. For this, an extensive literature review was carried out and a topic modeling was conducted to get an overview of the data and methods. At the end, the article suggests six main marketing challenges that unstructured data analytics can contribute to overcome, improving companies’ competitiveness. competitive second do online networks e.g. eg e g (e.g texts dirty, dirty , “dirty” bulky socalled so called 30 3 0 3. analysis prediction end overcome competitiveness e.g “dirty

RESUMO A capacidade de obter insights de mercado é uma necessidade estratégica para que as empresas se mantenham competitivas. Apesar disso e do enorme volume de dados gerados pelos consumidores a cada segundo, as empresas raramente têm a cultura de tomar decisões de marketing com base em dados e, quando o fazem, raramente usam os dados do consumidor amplamente disponíveis online, especialmente nas redes sociais. Uma razão é que esses dados (por exemplo, textos) tendem a ser “sujos”, desorganizados e volumosos, os chamados dados não estruturados. Apesar da complexidade envolvida na extração de valor informativo desses dados, as empresas podem obter insights que podem melhorar a tomada de decisões e resultar em maior desempenho competitivo. O objetivo deste artigo é discutir os benefícios de novos tipos de dados que se tornaram mais abundantes e acessíveis na Web 3.0, através das populares redes sociais, bem como novos métodos de análise, particularmente métodos de aprendizagem. Para isso, foi realizada uma extensa revisão da literatura e uma modelagem de tópicos para obter uma visão geral dos dados e métodos. No final, o artigo sugere seis desafios principais de marketing com os quais a análise de dados não estruturados pode contribuir, melhorando a competitividade das empresas. competitivas segundo fazem online sociais por exemplo textos sujos, sujos , “sujos” volumosos competitivo 30 3 0 3.0 aprendizagem isso final contribuir “sujos 3.

Gracias a la revolución tecnológica, la publicidad expandió sus horizontes creativos hacia el mundo cibernético, ofreciendo una mayor visibilidad para las empresas siendo que les permite transmitir en sus mensajes publicitarios los objetivos o simplemente las estrategias que las empresas usaran para sus diferentes productos. Las empresas en general vieron que el mundo digital es una nueva opción para poder lograr un mejor acercamiento a sus clientes por lo tanto se vio pertinente realizar una investigación considerando como publicidad digital llega a impactar en los jóvenes siendo que son considerados como nativos digitales, además también se consideró que este segmento cuenta con una alta presencia en redes sociales y emplean herramientas web con mayor facilidad. En este sentido el presente trabajo se desarrolló para, determinar el impacto de la publicidad digital emitida en las redes sociales dado que el consumo de las mismas es alto en los jóvenes de la ciudad de Sucre. Para tal efecto se llevó a cabo con 383 encuestados con la aplicación del cuestionario de publicidad digital y la entrevista a tres profesionales relacionados a la carrera de Ingeniería Comercial. La investigación fue basada en tres métodos entre los cuales se encuentras el inductivo, el estadístico y claro el bibliográfico. Si bien estos métodos permitieron generar el análisis de la información y lograr tener una base estable de la temática toda la investigación se consideraría como explicativa. Entre los resultados obtenidos, se determinó que los hábitos de consumo de bienes o servicios y el uso de diferentes herramientas en la web o de la presencia en redes sociales muestran que en nuestra ciudad la red social de mayor preferencia sin duda alguna es Facebook considerando que cuenta con un alto porcentaje de usuarios. El surgimiento de la Web 3.0 ha generado un mayor flujo de publicidad en la web teniendo en cuenta varios aspectos relevantes entre los que se podría mencionar el mensaje, lo colorido del mensaje, el uso de imágenes o videos cortos al visualizar la publicidad de un producto o empresa especifica

Thanks to the technological revolution, advertising has expanded its creative horizons towards the cyber world by offering greater visibility to companies by allowing them to convey in their advertising messages the goals or simply the strategies that companies use for their different products. The companies in general saw that the digital world is a new option to be able to achieve a better approach to their clients therefore it was pertinent to carry out research considering how digital advertising reaches to impact on the young being that they are considered as digital natives, in addition It was also considered that this segment has a high presence in social networks and use web tools with greater ease. In this sense, the present work was developed to determine the impact of digital advertisingon social networks, given that the consumption of these ads is high among young people in the city of Sucre. To this effect was carried out with 383 respondents with the application of the questionnaire of digital advertising and the interview tothree professionals related to the career of Commercial Engineering. The research was based on three methods among which are the inductive, the statistical and clear the bibliographic. Although these methods allowed to generate the analysis of the information and to obtain to have a stable base of the thematic all the investigation would be considered like explanatory. Amongtheobtained resu Its, itwasdetermined that the habits of consumption of goods or services and the use of different tools in the web or of the presence in social networks show that in our city the social network of greater preference undoubtedly is Facebookconsideringthat Has a high percentage of users. The emergence of Web 3.0 has generated a greater flow of advertising on the web taking into account several relevant aspects among which could be mentioned the message, the color of the message, the use of images or short videos when displaying the advertising of a product The companyspecifies

As sardinhas brasileiras podem ser utilizadas para o preparo de pescado fermentado, à semelhança do que é feito com as anchovas na Europa, desde que o processamento permita a obtenção de um produto com qualidade. O objetivo desta pesquisa foi monitorar o processamento de fermentação de sardinhas, Sardinella brasiliensis, utilizando 4 tratamentos, a saber: peixes inteiros e eviscerados, ambos com ou sem condimentos, e 20% de sal. As sardinhas foram analisadas in natura e nos períodos de 1; 15; 30; 45 e 60 dias de fermentação. O pescado mantido com vísceras apresentou maior facilidade para fermentação e revelou maiores teores de bases voláteis, nitrogênio não protéico e acidez em ácido lático (19,82 mg 100 g-1). A contagem total de mesófilos se manteve na faixa de 10³ UFC g-1. Coliformes totais e Staphilococcus aureus apresentaram baixas contagens. Escherichia coli e Salmonella não foram detectadas. O processamento do pescado com vísceras, não interferiu na segurança microbiológica e propiciou os melhores resultados para cor, aroma, sabor e textura do produto final.

Anchovies are traditional fish preserves, prepared from fermented fish of the engraulidae family, mainly in European countries. In Brazil, sardines (Sardinella brasiliensis) are an alternative fish for preparing these types of preserves, provided that the preservation process results in a high quality product. In this research, sardines were prepared for preservation and physicochemical, microbiological and sensory analyses were carried out during the preservation process. Whole or eviscerated sardines, with or without condiments/preservatives and with 20% of salt (w/w) were used. Sardines were analyzed fresh, and at 1, 15, 30, 45 and 60 days along the preservation process. The use of whole sardines, with or without condiments/preservatives, presented best results, with increased non-proteic nitrogen in the dry matter, higher levels of total volatile bases and higher contents of lactic acid and sodium chloride. The higher acidity observed in the whole sardine treatments resulted in better control of halophylic mesophilic microorganisms, which were kept under 1.4 x 10³ CFU g-1 in both treatments. Total coliforms and Staphylococcus aureus reached 21 and 3.0 x 10² CFU g-1, respectively. Escherichia coli and Salmonella spp were not present in the fresh sardines or in any of the four treatments, indicating that the concentration of salt used was appropriate to maintain the product under adequate microbiological control. Both whole or eviscerated sardines under the conditions of this experiment were appropriate in terms of the microbiological safety of the preserves. Treatments using whole fish, either with or without condiments/preservatives, also presented better sensorial properties such as color, flavor, taste and texture, as compared to the eviscerated fish treatments. Whole sardines produced good quality, anchovy-type preserves, which can be used for consumption and marketing purposes.