Difusión de productos a través de redes sociales: una revisión bibliográfica utilizando la teoría de grafos

Difusión de productos a través de redes sociales: una revisión bibliográfica utilizando la teoría de grafos

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Sebastián Robledo-Giraldo
Néstor Darío Duque-Méndez
Jorge Iván Zuluaga-Giraldo



La difusión de productos a través de redes sociales es un campo de aplicación del mercadeo, donde la decisión de compra de un consumidor es influenciada por factores internos y externos como su red de conocidos y familiares. El propósito de esta investigación es identificar las principales perspectivas y plantear futuras investigaciones, apoyados en la revisión selectiva del estado del arte. Para la orientación de la búsqueda y la selección de artículos se utilizó la teoría de grafos, aprovechando las posibilidades de reconocer las conexiones entre los diferentes trabajos, arrojando para su análisis 18 artículos clásicos y 23 artículos actuales. A partir de esto se obtuvo, como resultado de la investigación, cuatro (4) estrategias de mercadeo diferentes: enfocadas a los influenciadores, a los no influenciadores, grupos pequeños y estrategias tradicionales de mercadeo.

Palabras clave: difusión de productos, redes sociales, teoría de grafos.




The diffusion of products through social networking is an application field of marketing, where the buying decision of a consumer is influenced by internal and external factors as their network of friends and relatives. The purpose of this research is to identify the main perspectives and propose future research, supported in state of the art selective review. As input for the orientation of search and articles selection, graph theory was used, leveraging the odds of recognizing the links among different works, providing for analysis 18 classic articles and 23 current articles. The result of the investigation showed four different marketing strategies: focused on influencers, non-influencers, small groups and traditional marketing strategies.

Keywords: diffusion of products, social networks, graph theory.


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Detalles del artículo

Biografía del autor/a (VER)

Sebastián Robledo-Giraldo, Universidad Nacional de Colombia, Manizales.

Magister en Administración de Negocios.

Néstor Darío Duque-Méndez, Universidad Nacional de Colombia, Manizales.

Doctor en Ingeniería.

Jorge Iván Zuluaga-Giraldo, Universidad de Manizales.

Administrador de Empresas.


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