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
https://orcid.org/0000-0002-4057-360X
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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Correa, S. C. H., Soares, J. L., Christino, J. M. M., Gosling, M. D., & Goncalves, C. A. (2020). The influence of YouTubers on follo-wers’ use intention. Journal of Research in Interactive Marketing, 14(2), 173-194. https://doi.org/10.1108/jrim-09-2019-0154
Di Gangi, P. M., & Wasko, M. (2016). Social media engagement theory: Exploring the influence of user engagement on social media usage. Journal of Organizational and End User Computing, 28(2), 53-73. https://doi.org/10.4018/joeuc.2016040104
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009
Dodds, W., B, Monroe, K. B., & Dhruv, G. (1991). The effects of price, brand and store ınformation on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305
Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449 –461. https://doi.org/10.1108/JPBM-10-2014-0722
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., & Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
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Ghorbani, M., Karampela, M., & Tonner, A. (2022). Consumers’ brand personality perceptions in a digital world: A systematic lite-rature review and research agenda. International Journal of Consumer Studies, Ahead of print. https://doi.org/10.1111/ijcs.12791
Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertiing: Four levels. Journal of Consumer Research, 11(1), 581-592. https://doi.org/10.1086/208994
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Busi-ness Review, 31(1), 2-24. https://doi.org/10.1108/ebr-11-2018-0203
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121. https://doi.org/10.1108/EBR-10-2013-0128
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