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Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths

Author

Listed:
  • Jessica Müller-Pérez

    (Graduate Department, School of Marketing and Business, Universidad Popular Autónoma del Estado de Puebla, Barrio de Santiago, Puebla 72410, Mexico)

  • Ángel Acevedo-Duque

    (Grupo de Investigación de Estudios Organizacionales Sostenibles, Universidad Autónoma de Chile, Santiago 7500912, Chile)

  • Pilar Valenzuela Rettig

    (Programa de Doctorado en Ciencias Sociales, Universidad Autónoma de Chile, Santiago 7500912, Chile)

  • Elizabeth Emperatriz García-Salirrosas

    (Faculty of Management Science, Universidad Autónoma del Perú, Lima 15842, Peru)

  • Mirtha Mercedes Fernández-Mantilla

    (School of Psychology, César Vallejo University, Trujillo 13001, Peru)

  • Sandra Sofía Izquierdo-Marín

    (Facultad de Ciencias de la Salud, Universidad Privada Antenor Orrego, Trujillo 13001, Peru)

  • Rina Álvarez-Becerra

    (Graduate School, Universidad Nacional Jorge Basadre Grohmann, Tacna 23001, Peru)

Abstract

COVID-19 caused a major shift in consumer behavior online at companies that focused on offering products to a traditional and more diverse (LGBTTTQI+) market. For this reason, an online survey was carried out through the digital platforms Facebook and LinkedIn in the last months of the pandemic (COVID-19) to determine how interpersonal influences and electronic word of mouth (eWOM) affect the intention to buy back online products and services, even after the pandemic. Data was collected from 384 consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), confirming that both interpersonal influences and electronic word of mouth explain repurchase intention, and that electronic word of mouth had the greatest influence. Theoretical and practical implications include insights for social media marketers, and evidence of a dramatic shift in the use of technology by consumers from COVID-19 to new market segments. The findings showed that the behavior of consumers on these two social platforms was inclined to more diverse user; 50% of the users who responded to the survey were oriented to a more socio-diverse community.

Suggested Citation

  • Jessica Müller-Pérez & Ángel Acevedo-Duque & Pilar Valenzuela Rettig & Elizabeth Emperatriz García-Salirrosas & Mirtha Mercedes Fernández-Mantilla & Sandra Sofía Izquierdo-Marín & Rina Álvarez-Becerra, 2023. "Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6570-:d:1122182
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    References listed on IDEAS

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    1. Eleanor Kohler & Emmanuel Mogaji & İsmail Erkan, 2023. "Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions," Sustainability, MDPI, vol. 15(10), pages 1-18, May.

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