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Impact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases

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dc.contributor.advisorVichiengior, Tunyaporn
dc.creatorCortés Niño, Maria Angélica
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.creator.degreetypeFull time
dc.date.accessioned2024-11-27T23:18:41Z
dc.date.available2024-11-27T23:18:41Z
dc.date.created2024-10-24
dc.descriptionEl marketing siempre ha tenido como uno de sus principales desafíos idear estrategias que impacten adecuadamente a los clientes potenciales para estimular la demanda de un determinado producto. Existen varios tipos de marketing, siendo el marketing de nostalgia un tipo de marketing emocional que busca despertar la nostalgia como emoción en el público objetivo para influir en sus decisiones. La efectividad del marketing de nostalgia puede medirse desde varios ángulos, entre otros: el grado de lealtad, conexiones positivas, la percepción del valor del producto y la decisión de compra que puede generar en los clientes potenciales. Este estudio evaluó cómo el marketing emocional basado en la nostalgia impacta a la generación Z en la industria de la comida rápida para un mercado específico. Considera como variables de estudio: el grado de lealtad, las conexiones positivas, la percepción del valor del producto y la decisión de compra con respecto al tipo de marketing. Se inicia con una presentación del estado del arte de estudios teóricos de varios autores que desarrollan el tema. También se presenta, justifica y ejecuta una metodología para la recolección de datos a través de una encuesta aplicada a los estudiantes de grado final (secundaria) del Colegio Gustavo Morales en la ciudad de Bogotá. Los resultados obtenidos fueron analizados utilizando el software estadístico SPSS y SmartPLS4. De esta manera, se pudo medir la coherencia de los resultados para encontrar que los datos obtenidos demuestran positivamente las hipótesis planteadas al inicio del estudio. El estudio prueba estadísticamente que el marketing emocional basado en la nostalgia impacta a la generación Z de acuerdo con las variables establecidas anteriormente. Adicionalmente, la segmentación del impacto en los clústeres identificados en el estudio permite elegir combinaciones de tipos de marketing para diseñar estrategias más efectivas y lograr el resultado esperado en las campañas de marketing dirigidas a estos clientes de comida rápida.
dc.description.abstractMarketing has always had as one of its main challenges devising strategies to appropriately impact potential customers to stimulate demand for a certain product. There are several types of marketing that exist, with nostalgia marketing being a type of emotional marketing that aims to awaken nostalgia as an emotion in the target audience to influence their decisions. The effectiveness of nostalgia marketing can be measured from several angles, among others: The degree of loyalty, positive connections, the perception of the value of the product and the purchasing decision that it can generate in potential customers. This study evaluated how emotional marketing based on nostalgia impacts generation z in the fast-food industry for a given market. It considers as study variables: The degree of loyalty, positive connections, the perception of the value of the product and the purchase decision with respect to the type of marketing. It initiates with a presentation of the state of the art of theoretical studies by several authors who develop the topic. A methodology for data collection through a survey that is applied to final grades (Secondary) students at the Gustavo Morales School in the city of Bogotá is also presented, justified and executed. The results obtained were analyzed using the statistical software SPSS and SmarPLS4. In this way, it was possible to measure the coherence of the results to find that the data obtained positively prove the hypotheses raised at the beginning of the study. The study proves statistically that emotional marketing based on nostalgia impacts generation z according to the variables established above. Additionally, the segmentation of the impact on the clusters identified in the study allows choosing combinations of marketing types to design more effective strategies to achieve the expected result in the marketing campaigns directed at these fast-food customers.
dc.format.extent88 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_44192
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/44192
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectMarketing de nostalgia
dc.subjectConexión emocional
dc.subjectDecisión de compra
dc.subjectAfinidad del cliente
dc.subjectIndustria de comida rápida
dc.subjectGeneración Z
dc.subjectComportamiento del consumidor
dc.subjectEstrategias de marketing
dc.subject.keywordNostalgia marketing
dc.subject.keywordEmotional connection
dc.subject.keywordPurchase decision
dc.subject.keywordCustomer affinity
dc.subject.keywordFast food industry
dc.subject.keywordGeneration Z
dc.subject.keywordConsumer behavior
dc.subject.keywordMarketing strategies
dc.titleImpact of emotional marketing: exploring the influence of nostalgia marketing on generation z fast food purchases
dc.title.TranslatedTitleEl impacto del marketing emocional: exploración de la influencia del marketing de nostalgia en las compras de comida rápida de la generación Z
dc.typebachelorThesis
dc.type.documentTrabajo de grado
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
local.regionesBogotá
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