Influencia del contenido en redes sociales sobre las decisiones de compra en jóvenes universitarios

Thalya Estefania Bayetero Andrade; Santiago Tomas Vallejos Anrango

doi:10.70625/rmis/464

Authors

Thalya Estefania Bayetero Andrade ninguna , Universidad Técnica del Norte Author
Santiago Tomas Vallejos Anrango Universidad Técnica del Norte Author

DOI:

https://doi.org/10.70625/rmis/464

Keywords:

Redes Sociales, Decisión De Compra, Marketing Digital, Comportamiento del Consumidor

Abstract

El presente estudio tuvo como objetivo analizar la influencia del contenido en redes sociales sobre las decisiones de compra de jóvenes universitarios de la Facultad de Ciencias Administrativas y Económicas de la Universidad Técnica del Norte. La investigación se desarrolló bajo un enfoque cuantitativo, con un diseño no experimental al igual que un alcance descriptivo y correlacional, cuya recolección de datos se realizó mediante una encuesta aplicada a 293 estudiantes, utilizando escalas tipo Likert para medir las dimensiones de influencia del contenido en redes sociales sobre todo los hábitos de compra. Dichos resultados evidencian que la influencia del contenido digital se manifiesta predominantemente en niveles moderados, tanto en la percepción de influencia como en la frecuencia y tipo de compra. Asimismo, se identificaron relaciones positivas y significativas entre la influencia del contenido en redes sociales, el nivel de impacto percibido, la frecuencia de compra y la confianza en la información digital En conclusión, los hallazgos sugieren que la exposición al contenido no se traduce automáticamente en comportamientos de compra elevados, lo que refleja una actitud relativamente crítica y reflexiva por parte de los jóvenes universitarios, dando resultados que aportan evidencia relevante para la comprensión del comportamiento del consumidor en entornos digitales.

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