¿Qué hace feliz al consumidor? El rol del FoMO, la congruencia marca-persona y el marketing emocional en un modelo multigénero
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Publicado
28-05-2026
Orlando Josue Martínez-Arvizu
Mario Alberto Salazar-Altamirano
Araceli Galiano-Coronil
Rafael Ravina-Ripoll
https://orcid.org/0000-0003-3499-5184
Mario Alberto Salazar-Altamirano
Araceli Galiano-Coronil
Rafael Ravina-Ripoll
Resumen
El propósito de este estudio es analizar cómo la congruencia marca-persona (CMP) y el miedo a perderse experiencias valiosas (FoMO) influyen en la felicidad del consumidor, considerando el papel mediador del marketing emocional (ME) y las diferencias estructurales por género. Con base en la teoría de la auto-congruencia y la teoría del procesamiento diferencial de emociones, se propone un modelo relacional que integra variables identitarias, sociales y afectivas. La investigación se desarrolló con enfoque cuantitativo y diseño transversal, aplicando un cuestionario estructurado a una muestra de 360 jóvenes consumidores. El modelo fue estimado mediante ecuaciones estructurales basadas en covarianzas (CB-SEM) y análisis multigrupo (MGA-SEM). Los resultados evidencian que la CMP y el FoMO influyen significativamente en el ME, y que este último actúa como mediador clave entre los factores identitarios y sociales y la felicidad del consumidor. Se observan diferencias de género: en los hombres, la CMP impacta directamente en la felicidad, mientras que en las mujeres el FoMO ejerce una influencia directa sobre ella. El ME emerge como un traductor emocional que convierte la congruencia simbólica y las tensiones sociales en felicidad subjetiva. Los hallazgos contribuyen a la comprensión teórica de la felicidad del consumidor como un resultado contextual de consumo, configurado por factores relacionales e influido por mecanismos emocionales. En el ámbito gerencial, ofrece pautas para desarrollar un marketing emocional ético y orientado a la felicidad en entornos digitales.
Cómo citar
Martínez-Arvizu, O. J., Salazar-Altamirano, M. A., Galiano-Coronil, A., & Ravina-Ripoll, R. (2026). ¿Qué hace feliz al consumidor? El rol del FoMO, la congruencia marca-persona y el marketing emocional en un modelo multigénero. Cuadernos De Gestión, 1–17. https://doi.org/10.5295/cdg.252548rr
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Keywords
Felicidad del consumidor, Marketing emocional, Congruencia marca-persona, FoMO, Diferencias de género
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