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El papel de la interacción parasocial en la intención de los consumidores de comprar productos de belleza

Author

Listed:
  • Purnamaningsih Purnamaningsih; Nosica Rizkalla
  • Nosica Rizkalla

Abstract

Los productos de belleza se han convertido en uno de los productos de primera necesidad de las mujeres en Indonesia, lo que ha generado un aumento en la búsqueda de información sobre dichos productos a través de una variedad de medios tales como YouTube—uno de los más visitados a la hora de buscar resenas sobre cosméticos. Esto ha fomentado la aparición de vloggers de belleza quienes son, hoy en día, una de las fuentes preferidas para buscar referencias sobre productos de belleza. Sin embargo, la relación entre suscriptores y dichos gurús no ha logrado persuadir de manera óptima a los suscriptores para que compren los productos de belleza que han sido resenados. Por lo tanto, el propósito de esta investigación es analizar cómo influye la interacción parasocial en la intención de compra de los suscriptores y cuáles son sus implicaciones. Para esto, proponemos cuatro hipótesis. Además, los datos se analizan mediante modelos de ecuaciones estructurales. Los resultados de esta investigación indican que el atractivo físico y la homofilia tienen un impacto en la interacción parasocial y, a largo plazo, inciden en la intención de compra. Sin embargo, no se reconoce que el atractivo social influya en la interacción parasocial.

Suggested Citation

  • Purnamaningsih Purnamaningsih; Nosica Rizkalla & Nosica Rizkalla, 2020. "El papel de la interacción parasocial en la intención de los consumidores de comprar productos de belleza," Revista CEA, Instituto Tecnológico Metropolitano, vol. 6(12), pages 1-15.
    • Handle: RePEc:col:000549:019247
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    References listed on IDEAS

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    1. Sokolova, Karina & Kefi, Hajer, 2020. "Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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    Keywords

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    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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