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Consumers' perception of micro-influencer content with Fast fashion brands

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dc.contributor.advisorVICHIENGIOR, Tunyaporn
dc.creatorEspinosa Franco, Karoll Tatiana
dc.creator.degreeProfesional en Marketing y Negocios Digitales
dc.date.accessioned2024-12-04T15:06:57Z
dc.date.available2024-12-04T15:06:57Z
dc.date.created2024-10-23
dc.descriptionEste estudio investiga la percepción de los consumidores de la Generación Z cuando están expuestos a contenidos de micro influencers en las redes sociales que promocionan marcas de moda rápida en el sector minorista, y cómo esto podría afectar a la decisión de compra. A través de los datos de la encuesta realizada a 150 participantes, el análisis de las respuestas y la comprobación de las hipótesis, la investigación explora aspectos clave como el reconocimiento de las marcas de moda rápida frente a las que no lo son, la relación entre los consumidores y los micro influenciadores, promoviendo variables en su dinámica que podrían beneficiar el compromiso y la interacción con la marca. Sin embargo, esta relación puede verse afectada negativamente por un cambio en la percepción del consumidor impulsado por las actuales tendencias de hábitos sostenibles. Por último, el estudio analiza cómo este contenido de prácticas insostenibles por parte de los influencers también podría afectar directamente al reconocimiento de la marca, provocando una transformación en las ventas y en la decisión de compra. Estos datos sugieren que las empresas en crecimiento deberían dar prioridad a las prácticas sostenibles para promover mejores opciones de consumo y mejorar sus estrategias de marketing.
dc.description.abstractThis study investigates the consumer perception of Generation Z when exposed to micro-influencers’ content on social media that promotes fast fashion brands in the retail sector, and how this could affect purchase decision. Through the, survey data of 150 participants, analysis of the responses and testing of hypothesis, the research explores key insights such as the recognition of fast fashion brands versus non-fast fashion brands, the relationship between consumers and micro-influencers, promoting variables in their dynamic that could benefits brand engagement and interaction. However, this relationship can be negatively impacted by a shift in consumer perception driven by current sustainable habits trends. Finally, the study analyzes how this content of unsustainable practices by influencers might also directly affect brand recognition, leading to transformation in sales and purchase decision. These insights suggest awareness for growing businesses that should prioritize sustainable practices in order to promote better consumption choices and enhance their marketing strategies.
dc.format.extent86 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_44258
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/44258
dc.language.isoeng
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programPregrado en Marketing y Negocios Digitales
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectMicro-influenciers
dc.subjectDecisión de compra
dc.subjectSostenibilidad
dc.subjectPercepciones de los consumidores
dc.subjectReconocimiento de marca
dc.subjectTendencias
dc.subjectModa rápida
dc.subjectMercado minorista
dc.subject.keywordMicro-influencers
dc.subject.keywordPurchase decision
dc.subject.keywordSustainability
dc.subject.keywordConsumers perceptions
dc.subject.keywordBrand recognition
dc.subject.keywordTrends
dc.subject.keywordFast fashion
dc.subject.keywordRetail market
dc.titleConsumers' perception of micro-influencer content with Fast fashion brands
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
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