Portal de Periódicos da CAPES

De la Web 2.0 a la Web 3.0: antecedentes y consecuencias de la actitud e intención de uso de las redes sociales en la web semántica

2013; Volume: 1; Issue: 37 Linguagem: Inglês

2174-0933

Inés Küster Boluda, Asunción Hernández Fernández,

Digital Marketing and Social Media

The Web 3.0 creates a semantic and qualitative knowledge and provides an essential tool for acceptance and functionality of corporate advertising. The e-branding strategy gets the users’ loyalty. This paper analyzes the antecedents and consequences of attitude and intention to use social networking in the 3.0 environment. We have used structural equation modeling and we have analyzed a sample of 345 Internet users. The results confirm the proposed relationships.