Ítem
Acceso Abierto
Effects on people's purchase intention caused by influencer marketing in the restaurant industry
| dc.contributor.advisor | Zanjirani-Farahani, Reza | |
| dc.creator | Martínez González, Daniela | |
| dc.creator.degree | Administrador de Negocios Internacionales | spa |
| dc.creator.degree | Administrador de Negocios Internacionales | |
| dc.creator.degreeLevel | Pregrado | |
| dc.creator.degreetype | Full time | |
| dc.date.accessioned | 2024-01-16T14:10:11Z | |
| dc.date.available | 2024-01-16T14:10:11Z | |
| dc.date.created | 2023-10-05 | |
| dc.description | En un contexto de constante dinamismo y creciente consumismo, el marketing de influencers ha surgido como una fuerza poderosa dentro de la industria restaurantera. Este estudio profundiza en cómo esta estrategia impacta la intención de compra de las personas en Colombia. Examina cómo el marketing de influencers a través de las redes sociales influye en etapas específicas del viaje del consumidor. A través de entrevistas semiestructuradas, esta investigación revela patrones en las preferencias de contenido y la forma en que la autenticidad percibida ejerce su influencia en las intenciones de compra dentro del sector gastronómico. Estas revelaciones contribuyen a una comprensión más profunda de las estrategias de marketing personalizadas en medio del actual panorama empresarial. En resumen, este análisis, basado en una metodología de entrevistas, ilumina el papel crucial asumido por el marketing de influencers en la formación de la intención de compra en el ámbito de los establecimientos gastronómicos colombianos. | |
| dc.description.abstract | In a context of constant dynamism and burgeoning consumerism, influencer marketing has emerged as a potent force within the restaurant industry. This study delves into how this strategy impacts people's purchasing intent in Colombia. It examines how influencer marketing via social networks influences specific stages of the consumer journey. Through semi-structured interviews, this investigation unveils patterns in content preferences and the manner by which perceived authenticity wields its influence on purchase intentions within the gastronomy sector. The revelations contribute to a more profound understanding of customized marketing strategies amid the current business landscape. In summation, this analysis, grounded in an interview-based methodology, casts illumination upon the pivotal role assumed by influencer marketing in shaping purchase intent within the realm of Colombian dining establishments. | |
| dc.format.extent | 107 pp | |
| dc.format.mimetype | application/pdf | |
| dc.identifier.doi | https://doi.org/10.48713/10336_41996 | |
| dc.identifier.uri | https://repository.urosario.edu.co/handle/10336/41996 | |
| dc.language.iso | spa | |
| dc.publisher | Universidad del Rosario | |
| dc.publisher.department | Escuela de Administración | |
| dc.publisher.program | Administración de Negocios Internacionales | |
| dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | * |
| dc.rights.accesRights | info:eu-repo/semantics/openAccess | |
| dc.rights.acceso | Abierto (Texto Completo) | |
| dc.rights.licencia | EL AUTOR, manifiesta que la obra objeto de la presente autorización es original y la realizó sin violar o usurpar derechos de autor de terceros, por lo tanto la obra es de exclusiva autoría y tiene la titularidad sobre la misma. PARGRAFO: En caso de presentarse cualquier reclamación o acción por parte de un tercero en cuanto a los derechos de autor sobre la obra en cuestión, EL AUTOR, asumirá toda la responsabilidad, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos la universidad actúa como un tercero de buena fe. EL AUTOR, autoriza a LA UNIVERSIDAD DEL ROSARIO, para que en los términos establecidos en la Ley 23 de 1982, Ley 44 de 1993, Decisión andina 351 de 1993, Decreto 460 de 1995 y demás normas generales sobre la materia, utilice y use la obra objeto de la presente autorización. -------------------------------------- POLITICA DE TRATAMIENTO DE DATOS PERSONALES. Declaro que autorizo previa y de forma informada el tratamiento de mis datos personales por parte de LA UNIVERSIDAD DEL ROSARIO para fines académicos y en aplicación de convenios con terceros o servicios conexos con actividades propias de la academia, con estricto cumplimiento de los principios de ley. Para el correcto ejercicio de mi derecho de habeas data cuento con la cuenta de correo habeasdata@urosario.edu.co, donde previa identificación podré solicitar la consulta, corrección y supresión de mis datos. | spa |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
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| dc.source.instname | instname:Universidad del Rosario | |
| dc.source.reponame | reponame:Repositorio Institucional EdocUR | |
| dc.subject | Marketing de influencers | |
| dc.subject | Intención de compra | |
| dc.subject | Autenticidad | |
| dc.subject | Gastronomía | |
| dc.subject | Comportamiento del consumidor | |
| dc.subject.keyword | Influencer marketing | |
| dc.subject.keyword | Purchase intent | |
| dc.subject.keyword | Authenticity | |
| dc.subject.keyword | Gastronomy | |
| dc.subject.keyword | Consumer behavior | |
| dc.title | Effects on people's purchase intention caused by influencer marketing in the restaurant industry | |
| dc.title.TranslatedTitle | Efectos en la intención de compra de las personas causados por el marketing de influencers en la industria de restaurantes | |
| dc.type | bachelorThesis | |
| dc.type.document | Trabajo de grado | |
| dc.type.hasVersion | info:eu-repo/semantics/acceptedVersion | |
| dc.type.spa | Trabajo de grado | |
| local.department.report | Escuela de Administración |
