La influencia de las recomendaciones de los Instagrammers en las intenciones de compra de alimentos saludables: El papel de la implicación del consumidor

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Publicado 19-01-2023
Belem Barbosa
Edar Añaña

Resumen

Este artículo examina el impacto de las recomendaciones procedentes de influencers digitales, concretamente de los Instagrammers, en la intención de compra de alimentos saludables. Además de la influencia directa de la credibilidad de la fuente sobre la conducta, el estudio también examina la influencia de la autocongruencia con la marca y la implicación de los consumidores con la alimentación saludable sobre la intención de compra. Para contrastar un conjunto de hipótesis de investigación, se realiza un estudio cuantitativo con 221 consumidores portugueses. La alta y baja implicación con los distintos grupos de alimentos saludables se clasifica mediante K-Means Clustering, y el análisis de los modelos estructurales y de medida se realiza mediante el software Smart-PLS. Los resultados confirman que la credibilidad de los Instagrammers conduce a la autocongruencia con la marca y a la intención de compra de alimentos saludables. También se confirma que la implicación con los alimentos saludables modera la influencia de la autocongruencia con la marca y la credibilidad de los Instagrammers en la intención de comprar alimentos saludables, y que la autocongruencia con la marca media parcialmente la influencia de la credibilidad de los Instagrammers en la intención de compra. En general, este trabajo ofrece información relevante tanto para los responsables de marketing como para los investigadores, pues demuestra la importancia de considerar los efectos indirectos de la credibilidad de la fuente en la intención de compra de alimentos saludables y de comparar la alta y baja implicación de los consumidores con el producto para evaluar eficazmente el impacto del apoyo de los influencers digitales en la alimentación saludable.

Cómo citar

Barbosa, B., & Añaña, E. (2023). La influencia de las recomendaciones de los Instagrammers en las intenciones de compra de alimentos saludables: El papel de la implicación del consumidor. Cuadernos De Gestión, 23(1), 75–86. https://doi.org/10.5295/cdg.221693ea
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Keywords

Alimentación saludable, Influencers digitales, Marketing de influencers, Implicación del consumidor, Medios sociales, Comportamiento del consumidor

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