Acciones de social media marketing en instagram y su relación con la intención de compra en marcas de joyas low cost
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Advisors
Veliz Chumbiauca, Tulia PalmiraIssue Date
2020-11-03Keywords
Intención de compraEntretenimiento
Marketing digital
Purchase intent
Entertainment
Digital marketing
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Social media marketing efforts in instagram and its relationship with the purchase intention in low cost jewelry brandsAbstract
Esta investigación tiene como objetivo entender la relación de las acciones de social media con la intención de compra en páginas de Instagram de marcas de joyas low cost, ya que dichas marcas han ido tomando notoriedad en redes sociales y las necesidades de los consumidores han ido migrando hacia joyas de precio accesible. Las marcas que hemos tomado como referencia en nuestra investigación son aquellas que tienen presencia en Instagram y cuentan con módulos o locales en centros comerciales, ya que, son las que tienen mayor preferencia por los clientes debido a la relación calidad - precio. Asimismo, busca entender cuáles son las acciones recurrentes en las marcas de joyas low cost y cuáles tiene mayor relación con la intención de compra.This research aims to understand the relationship of social media actions with the purchase intention on Instagram pages of low-cost jewelry brands, since these brands have been gaining notoriety on social networks and the needs of consumers have been migrating toward affordable jewelry. The brands that we have taken as a reference in our research are those that have a presence on Instagram and have modules or stores in shopping centers, since they are the ones that have the greatest preference for customers due to the quality-price ratio. Likewise, it seeks to understand which ones with the recurring actions in low cost jewelry brands and which ones have a greater relationship with the purchase intention.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
The following license files are associated with this item:
- Creative Commons