Ítem
Solo Metadatos
Influence of Social Marketing and CSR Practices of CSR in the Millennials Purchase
| dc.creator | Martínez Escareño, Irma Marcela | spa |
| dc.creator | Casillas Rancurello, María Fernanda | spa |
| dc.creator | Núñez Alfaro, Carlos Manuel | spa |
| dc.creator | González Galindo, Angélica Dayana | spa |
| dc.creator | Aguilera Valdez, Andrea Elizabeth | spa |
| dc.creator | Portales, Luis | spa |
| dc.date.accessioned | 2020-09-09T15:40:24Z | |
| dc.date.available | 2020-09-09T15:40:24Z | |
| dc.date.created | 2018-05-16 | spa |
| dc.description | La Responsabilidad Social Corporativa (RSC) es considerada como una práctica funcionalista que genera ventajas competitivas para las empresas. El marketing social es un programa que se encuentran bajo esta perspectiva, y que tiene como interés el minimizar o eliminar cualquier efecto destructivo, y maximizar cualquier beneficio en la sociedad, por medio del comportamiento de compra. Los millennials han sido influenciados por este tipo de programas, llevándolos a tener comportamientos o intenciones de compra orientadas a la RSC y a los programas de marketing social. Tomando como base este contexto, la presente investigación identifica el nivel de conocimiento de millennials mexicanos sobre las prácticas de RSC que hacen determinadas empresas, así como la forma en que son influenciados por programas de marketing social en su intención de compra. Se llevó a cabo una metodología cuasi-experimental que constó de cinco fases, a través de las cuáles se identificaron las intenciones de compra de los participantes y las causas de las mismas. A través de grupos de enfoque se identificaron tres tipos de consumidores millennials, dos mostraron ser sensibles a prácticas de RSC y marketing social, evidenciando el potencial que tiene para consolidarse como una ventaja competitiva. | spa |
| dc.description.abstract | Corporate Social Responsibility (csr) is considered to be a functionalist practice that generatescompetitive advantages for companies. Social marketing is a program that lays under this perspective and has as a main objective to minimize or eliminate any destructive effect and to maximize any benefit for society through purchase behavior. Millennials have been influenced by this kind of programs being led to have behaviors or purchase intents directed to csr and social marketing. It is within this context that this research identifies the knowledge level of Mexican millennials about csr in determined companies, as well as the way they are influenced by social marketing in their purchase intent. The methodologyapplied was semi-experimental and had five phases, in which the purchase intent of participants and its causes were identified. Through focal groups we were able to identify three kinds of millennial costumers, in which two showed to be sensitive towards csr and social marketing, proving the potential that it has as a competitive advantage. | spa |
| dc.format.mimetype | application/pdf | |
| dc.identifier.doi | https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.6034 | |
| dc.identifier.issn | 2145-4558 | |
| dc.identifier.issn | 0124-4639 | |
| dc.identifier.uri | https://repository.urosario.edu.co/handle/10336/29643 | |
| dc.language.iso | spa | |
| dc.publisher | Universidad del Rosario | spa |
| dc.relation.citationEndPage | 280 | |
| dc.relation.citationIssue | No. 35 | |
| dc.relation.citationStartPage | 251 | |
| dc.relation.citationTitle | Revista Universidad y Empresa | |
| dc.relation.citationVolume | Vol. 20 | |
| dc.relation.ispartof | Revista Universidad y Empresa; Vol. 20 Núm. 35 (2018); 251-280 | spa |
| dc.relation.uri | https://revistas.urosario.edu.co/index.php/empresa/article/view/6034 | spa |
| dc.rights.accesRights | info:eu-repo/semantics/openAccess | |
| dc.rights.acceso | Abierto (Texto Completo) | spa |
| dc.source | Revista Universidad y Empresa | spa |
| dc.source.instname | instname:Universidad del Rosario | |
| dc.source.reponame | reponame:Repositorio Institucional EdocUR | |
| dc.subject | Social marketing | spa |
| dc.subject | corporate social responsibility | spa |
| dc.subject | consumer behavior | spa |
| dc.subject | millennial | spa |
| dc.subject | semi-experimental | spa |
| dc.subject | Marketing social | spa |
| dc.subject | Responsabilidad social corporativa | spa |
| dc.subject | Millennials | spa |
| dc.subject | Cuasi-experimental | spa |
| dc.subject | intención de compra | spa |
| dc.subject | Marketing social | spa |
| dc.subject | responsabilidade social corporativa | spa |
| dc.subject | comportamento do consumidor | spa |
| dc.subject | millennials | spa |
| dc.subject | quase-experimental | spa |
| dc.title | Influence of Social Marketing and CSR Practices of CSR in the Millennials Purchase | spa |
| dc.title.TranslatedTitle | Influencia del marketing social y prácticas de RSE en la intención de compra de los millennials | spa |
| dc.title.TranslatedTitle | Influência do marketing social e práticas de RSE na intenção de compra dos millennials | por |
| dc.type | article | eng |
| dc.type.hasVersion | info:eu-repo/semantics/publishedVersion | |
| dc.type.spa | Artículo | spa |
