The Efectos de la interactividad en el compromiso del cliente para con las marcas:
Portada Vol 7, Nu´mero 2. Fondo de diana.
PDF (English)

Palabras clave

Customer brand
influencer
marketing
social media
interactivity
TikTok
young
consumer
engagement Compromiso
Consumidor
Cliente
Influencers
Interactividad
Jóvenes
Marca
Marketing
Redes Sociales
Tik Tok

Cómo citar

Ligaraba, N., Mohammed, A. ., & Mohamed, H. . (2024). The Efectos de la interactividad en el compromiso del cliente para con las marcas:: Una perspectiva de la teoría de la interactividad. IROCAMM - International Review Of Communication And Marketing Mix, 7(2), 105–127. https://doi.org/10.12795/IROCAMM.2024.v07.i02.06

Resumen

TikTok se ha hecho muy popular entre los consumidores jóvenes, ofreciendo una valiosa plataforma para que las marcas se
asocien con influyentes. Este artículo investiga el efecto de la interactividad de los influencers de moda en TikTok sobre la
marca y el comportamiento de los jóvenes consumidores. de los consumidores jóvenes. Los datos cuantitativos se recogieron
de 233 seguidores de influencers de moda de TikTok, utilizando la técnica de muestreo por conveniencia. de conveniencia.
Las relaciones entre las variables se comprobaron mediante el modelo de ecuaciones estructurales Smart PLS 4.0 y y el
paquete estadístico Statistical Package for the Social Sciences versión 28. Los resultados indican que la interactividad de
las personas influyentes tiene un efecto positivo y significativo en la credibilidad de la marca. efecto positivo y significativo
en la credibilidad de la marca. Además, la credibilidad de la marca influye positiva y significativamente en el compromiso de
los clientes con la marca. del cliente. El compromiso del cliente con la marca es un mediador significativo entre la imagen de
marca y la intención de compra.
El uso de personas influyentes interactivas puede mejorar la credibilidad de la marca y, a medida que ésta aumente, también
lo harán el compromiso, la imagen de marca y la intención de compra. la imagen de marca y la intención de compra. Estas
conclusiones pueden orientar a los profesionales del marketing a la hora de a la hora de elegir influenciadores interactivos
eficaces. Este estudio permite comprender mejor el impacto de la interactividad de los influyentes. que será útil para los
profesionales del marketing a la hora de desarrollar una estrategia eficaz de marketing en TikTok. Este estudio contribuye al
conocimiento de la literatura de marketing de influencers proponiendo un modelo para entender cómo la interactividad de los
influencers puede influir en los resultados de comportamiento.

https://doi.org/10.12795/IROCAMM.2024.v07.i02.06
PDF (English)

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