La influencia del marketing de redes sociales en los centenials ecuatorianos
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El objetivo de este estudio es examinar la influencia del marketing de redes sociales en los Centennials ecuatorianos, enfocándose en el papel de los influencers. Utilizando un enfoque cuantitativo, se analiza cómo el apego emocional, la evangelización de marca y la reputación de los influencers afectan las decisiones de consumo de esta generación. Se aplicó un cuestionario a 66 participantes, evaluando variables clave como intención de compra e influencia percibida. Los resultados, analizados mediante SEM-PLS, muestran que la conexión emocional y la reputación influyen significativamente en el comportamiento del consumidor, proporcionando a las empresas estrategias efectivas para conectar con esta audiencia. Este trabajo contribuye al entendimiento del comportamiento de los Centennials en el contexto ecuatoriano.
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Andreina Jamileth Coronel-Quezada, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0006-5891-5299
Actualmente curso el Octavo semestre de la carrera de Mercadotecnia en la Universidad Técnica de Machala. A lo largo de mi formación he adquirido conocimientos clave en áreas como investigación de mercados, comportamiento del consumidor, y desarrollo de planes de marketing.
He formado parte de proyectos académicos y prácticas profesionales que me han permitido aplicar los conocimientos teóricos en situaciones prácticas, desarrollando habilidades en análisis de datos, creatividad y trabajo en equipo.
Lorenzo Bonisoli, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0003-3336-5658
Docente titular en la Universidad Técnica de Machala desde 2013, Doctor en Filosofía (Università Cattolica di Milano - Italia) en 2002, Master of Business Administration (Cranfield University – UK) in 2011 y Doctorado en Ciencias Económicas (Universidad de Almería – España) en 2020. Areas de investigación: Sostenibilidad, Microeconomía, Agricultura Sostenible y Desarrollo, Marketing Estratégico, Marketing Sostenible.
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