Consumers' perception of micro-influencer content with Fast fashion brands

Este estudio investiga la percepción de los consumidores de la Generación Z cuando están expuestos a contenidos de micro influencers en las redes sociales que promocionan marcas de moda rápida en el sector minorista, y cómo esto podría afectar a la decisión de compra. A través de los datos de la enc...

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Tipo de recurso:
Fecha de publicación:
2024
Institución:
Universidad del Rosario
Repositorio:
Repositorio EdocUR - U. Rosario
Idioma:
eng
OAI Identifier:
oai:repository.urosario.edu.co:10336/44258
Acceso en línea:
https://doi.org/10.48713/10336_44258
https://repository.urosario.edu.co/handle/10336/44258
Palabra clave:
Micro-influenciers
Decisión de compra
Sostenibilidad
Percepciones de los consumidores
Reconocimiento de marca
Tendencias
Moda rápida
Mercado minorista
Micro-influencers
Purchase decision
Sustainability
Consumers perceptions
Brand recognition
Trends
Fast fashion
Retail market
Rights
License
Attribution-NonCommercial-ShareAlike 4.0 International
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repository_id_str
dc.title.none.fl_str_mv Consumers' perception of micro-influencer content with Fast fashion brands
title Consumers' perception of micro-influencer content with Fast fashion brands
spellingShingle Consumers' perception of micro-influencer content with Fast fashion brands
Micro-influenciers
Decisión de compra
Sostenibilidad
Percepciones de los consumidores
Reconocimiento de marca
Tendencias
Moda rápida
Mercado minorista
Micro-influencers
Purchase decision
Sustainability
Consumers perceptions
Brand recognition
Trends
Fast fashion
Retail market
title_short Consumers' perception of micro-influencer content with Fast fashion brands
title_full Consumers' perception of micro-influencer content with Fast fashion brands
title_fullStr Consumers' perception of micro-influencer content with Fast fashion brands
title_full_unstemmed Consumers' perception of micro-influencer content with Fast fashion brands
title_sort Consumers' perception of micro-influencer content with Fast fashion brands
dc.contributor.advisor.none.fl_str_mv VICHIENGIOR, Tunyaporn
dc.subject.none.fl_str_mv Micro-influenciers
Decisión de compra
Sostenibilidad
Percepciones de los consumidores
Reconocimiento de marca
Tendencias
Moda rápida
Mercado minorista
topic Micro-influenciers
Decisión de compra
Sostenibilidad
Percepciones de los consumidores
Reconocimiento de marca
Tendencias
Moda rápida
Mercado minorista
Micro-influencers
Purchase decision
Sustainability
Consumers perceptions
Brand recognition
Trends
Fast fashion
Retail market
dc.subject.keyword.none.fl_str_mv Micro-influencers
Purchase decision
Sustainability
Consumers perceptions
Brand recognition
Trends
Fast fashion
Retail market
description Este estudio investiga la percepción de los consumidores de la Generación Z cuando están expuestos a contenidos de micro influencers en las redes sociales que promocionan marcas de moda rápida en el sector minorista, y cómo esto podría afectar a la decisión de compra. A través de los datos de la encuesta realizada a 150 participantes, el análisis de las respuestas y la comprobación de las hipótesis, la investigación explora aspectos clave como el reconocimiento de las marcas de moda rápida frente a las que no lo son, la relación entre los consumidores y los micro influenciadores, promoviendo variables en su dinámica que podrían beneficiar el compromiso y la interacción con la marca. Sin embargo, esta relación puede verse afectada negativamente por un cambio en la percepción del consumidor impulsado por las actuales tendencias de hábitos sostenibles. Por último, el estudio analiza cómo este contenido de prácticas insostenibles por parte de los influencers también podría afectar directamente al reconocimiento de la marca, provocando una transformación en las ventas y en la decisión de compra. Estos datos sugieren que las empresas en crecimiento deberían dar prioridad a las prácticas sostenibles para promover mejores opciones de consumo y mejorar sus estrategias de marketing.
publishDate 2024
dc.date.accessioned.none.fl_str_mv 2024-12-04T15:06:57Z
dc.date.available.none.fl_str_mv 2024-12-04T15:06:57Z
dc.date.created.none.fl_str_mv 2024-10-23
dc.type.none.fl_str_mv bachelorThesis
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_7a1f
dc.type.spa.none.fl_str_mv Trabajo de grado
dc.identifier.doi.none.fl_str_mv https://doi.org/10.48713/10336_44258
dc.identifier.uri.none.fl_str_mv https://repository.urosario.edu.co/handle/10336/44258
url https://doi.org/10.48713/10336_44258
https://repository.urosario.edu.co/handle/10336/44258
dc.language.iso.none.fl_str_mv eng
language eng
dc.rights.*.fl_str_mv Attribution-NonCommercial-ShareAlike 4.0 International
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dc.rights.acceso.none.fl_str_mv Abierto (Texto Completo)
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rights_invalid_str_mv Attribution-NonCommercial-ShareAlike 4.0 International
Abierto (Texto Completo)
http://creativecommons.org/licenses/by-nc-sa/4.0/
http://purl.org/coar/access_right/c_abf2
dc.format.extent.none.fl_str_mv 86 pp
dc.format.mimetype.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad del Rosario
dc.publisher.department.none.fl_str_mv Escuela de Administración
dc.publisher.program.none.fl_str_mv Pregrado en Marketing y Negocios Digitales
publisher.none.fl_str_mv Universidad del Rosario
institution Universidad del Rosario
dc.source.bibliographicCitation.none.fl_str_mv Aaron Agius. (2023, April 5). Customer Journey Maps: How to Create Really Good Ones [Examples + Template]. https://blog.hubspot.com/service/customer-journey-map
Ana Isabel Sordo. (2023, January 20). Proceso de decisión de compra: Las 5 etapas del consumidor. https://blog.hubspot.es/marketing/etapas-de-decision-de-compra-del-consumidor
Becker-Olsen, K., & Potucek, S. (2013). Greenwashing. In S. O. Idowu, N. Capaldi, L. Zu, & A. D. Gupta (Eds.), Encyclopedia of Corporate Social Responsibility (pp. 1318–1323). Springer. https://doi.org/10.1007/978-3-642-28036-8_104
Bernini, F., & La Rosa, F. (2024). Research in the greenwashing field: Concepts, theories, and potential impacts on economic and social value. Journal of Management and Governance, 28(2), 405–444. https://doi.org/10.1007/s10997-023-09686-5
Brittany Sierra. (Feb 2). The Psychology of Fast Fashion: Exploring the Complex Emotions that Fast Fashion Evokes in Consumers. The Sustainable Fashion Forum. https://www.thesustainablefashionforum.com/pages/the-psychology-of-fast-fashion-exploring-the-complex-emotions-fast-fashion-evokes-in-consumers
Buffer | State Of Social 2019. (2019). Buffer: All-You-Need Social Media Toolkit for Small Businesses. https://buffer.com/state-of-social-2019
Duggan, E. (2021). How does the promotion of fast fashion through influencer marketing on Instagram impact Millennial’s purchase intentions, from an Irish female Millennial perspective?
Ehlers, K. (2021, June 2). Council Post: Micro-Influencers: When Smaller Is Better. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2021/06/02/micro-influencers-when-smaller-is-better/
Euromonitor. (2023, January 16). Euromonitor reveals top 10 global consumer trends in 2023. Euromonitor. https://www.euromonitor.com/press/press-releases/jan-2023/euromonitor-reveals-top-10-global-consumer-trends-in-2023
Flori Needle. (2023, May 12). How to Create Detailed Buyer Personas for Your Business. https://blog.hubspot.com/marketing/buyer-persona-research
Gerlich, M. (2023). The Power of Personal Connections in Micro-Influencer Marketing: A Study on Consumer Behaviour and the Impact of Micro-Influencers (SSRN Scholarly Paper 4455093). https://papers.ssrn.com/abstract=4455093
Hanlon, A. (2021). Digital Marketing: Strategic Planning & Integration. SAGE.
John Dudovskiy. (2015, March 5). A Brief Literature Review on Consumer Buying Behaviour. Research-Methodology. https://research-methodology.net/a-brief-literature-review-on-consumer-buying-behaviour/
Juan Molano. (2023, September 15). Qué es un influencer, qué tipos existen y ejemplos. https://blog.hubspot.es/marketing/marketing-influencers
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36, 1–31. https://doi.org/10.1080/0267257X.2020.1718740
Kristy Snyder. (2023, November 6). What Is Marketing? Definition, Strategies & Best Practices – Forbes Advisor. Forbes. https://www.forbes.com/advisor/business/what-is-marketing/
Lakshmi. (2016, August). CONSUMER BUYING BEHAVIOR TOWARDS ONLINE SHOPPING. International Journal of Research -GRANTHAALAYAH, 4(8(SE), 60–65. https://doi.org/10.29121/granthaalayah.v4.i8(SE).2016.2588
Magnetar IT. (2021, August 21). Digital Disruption vs. Digital Transformation | LinkedIn. https://www.linkedin.com/pulse/digital-disruption-vs-transformation-magnetar-it/
Maiti, R. (2024, January 5). Fast Fashion: Its Detrimental Effect on the Environment. Earth.Org. https://earth.org/fast-fashions-detrimental-effect-on-the-environment/
Matt Bertram. (2023, May 24). Fashion Trends: Analyzing Consumer Behavior and Sales. https://www.ewrdigital.com/blog/fashion-trends-business-impact
Morris, D. (2022, February 18). The Rise of Social Media: How the world became connected. https://www.shropshirestar.com/entertainment/2022/02/18/the-rise-of-social-media-how-the-world-became-connected/
Nicioli, A. M., Taylor. (2023, November 25). ¿Qué es el “fast fashion” (la moda rápida) y por qué es tan controversial? CNN. https://cnnespanol.cnn.com/2023/11/25/que-es-fast-fashion-moda-rapida-trax
Ortiz-Ospina, E. (2019). The rise of social media. Our World in Data. https://ourworldindata.org/rise-of-social-media
Shelley Pursell. (2023, September 25). Qué es el marketing digital, sus ventajas y tipos. https://blog.hubspot.es/marketing/que-es-marketing-digital
Svatošová, V. (2013). Motivation of Online Buyer Behavior. Journal of Competitiveness, 5, 14–30. https://doi.org/10.7441/joc.2013.03.02
TwentyCi. (2022, August 11). Consumer Buying Behaviour Theories & Models Retailers Should Know. https://news.twentyci.co.uk/blog/consumer-buying-behaviour-theories-models-retailers-should-know
UkEssays. (2018, November). The Celebrity Effect in Fast Fashion Industry. https://www.ukessays.com/essays/marketing/the-celebrity-effect-in-fast-fashion-industry-marketing-essay.php
West, C. (2023, January 9). Micro-influencer marketing guide: Facts and uses. Sprout Social. https://sproutsocial.com/insights/microinfluencer-marketing/
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spelling VICHIENGIOR, Tunyaporn377fee73-2a11-402b-aa9c-0fe11e0893e2-1Espinosa Franco, Karoll TatianaProfesional en Marketing y Negocios Digitales25a28e22-dcc4-4c64-9a0a-472b9bbd910f-12024-12-04T15:06:57Z2024-12-04T15:06:57Z2024-10-23Este estudio investiga la percepción de los consumidores de la Generación Z cuando están expuestos a contenidos de micro influencers en las redes sociales que promocionan marcas de moda rápida en el sector minorista, y cómo esto podría afectar a la decisión de compra. A través de los datos de la encuesta realizada a 150 participantes, el análisis de las respuestas y la comprobación de las hipótesis, la investigación explora aspectos clave como el reconocimiento de las marcas de moda rápida frente a las que no lo son, la relación entre los consumidores y los micro influenciadores, promoviendo variables en su dinámica que podrían beneficiar el compromiso y la interacción con la marca. Sin embargo, esta relación puede verse afectada negativamente por un cambio en la percepción del consumidor impulsado por las actuales tendencias de hábitos sostenibles. Por último, el estudio analiza cómo este contenido de prácticas insostenibles por parte de los influencers también podría afectar directamente al reconocimiento de la marca, provocando una transformación en las ventas y en la decisión de compra. Estos datos sugieren que las empresas en crecimiento deberían dar prioridad a las prácticas sostenibles para promover mejores opciones de consumo y mejorar sus estrategias de marketing.This study investigates the consumer perception of Generation Z when exposed to micro-influencers’ content on social media that promotes fast fashion brands in the retail sector, and how this could affect purchase decision. Through the, survey data of 150 participants, analysis of the responses and testing of hypothesis, the research explores key insights such as the recognition of fast fashion brands versus non-fast fashion brands, the relationship between consumers and micro-influencers, promoting variables in their dynamic that could benefits brand engagement and interaction. However, this relationship can be negatively impacted by a shift in consumer perception driven by current sustainable habits trends. Finally, the study analyzes how this content of unsustainable practices by influencers might also directly affect brand recognition, leading to transformation in sales and purchase decision. These insights suggest awareness for growing businesses that should prioritize sustainable practices in order to promote better consumption choices and enhance their marketing strategies.86 ppapplication/pdfhttps://doi.org/10.48713/10336_44258https://repository.urosario.edu.co/handle/10336/44258engUniversidad del RosarioEscuela de AdministraciónPregrado en Marketing y Negocios DigitalesAttribution-NonCommercial-ShareAlike 4.0 InternationalAbierto (Texto Completo)http://creativecommons.org/licenses/by-nc-sa/4.0/http://purl.org/coar/access_right/c_abf2Aaron Agius. (2023, April 5). Customer Journey Maps: How to Create Really Good Ones [Examples + Template]. https://blog.hubspot.com/service/customer-journey-mapAna Isabel Sordo. (2023, January 20). Proceso de decisión de compra: Las 5 etapas del consumidor. https://blog.hubspot.es/marketing/etapas-de-decision-de-compra-del-consumidorBecker-Olsen, K., & Potucek, S. (2013). Greenwashing. In S. O. Idowu, N. Capaldi, L. Zu, & A. D. Gupta (Eds.), Encyclopedia of Corporate Social Responsibility (pp. 1318–1323). Springer. https://doi.org/10.1007/978-3-642-28036-8_104Bernini, F., & La Rosa, F. (2024). Research in the greenwashing field: Concepts, theories, and potential impacts on economic and social value. Journal of Management and Governance, 28(2), 405–444. https://doi.org/10.1007/s10997-023-09686-5Brittany Sierra. (Feb 2). The Psychology of Fast Fashion: Exploring the Complex Emotions that Fast Fashion Evokes in Consumers. The Sustainable Fashion Forum. https://www.thesustainablefashionforum.com/pages/the-psychology-of-fast-fashion-exploring-the-complex-emotions-fast-fashion-evokes-in-consumersBuffer | State Of Social 2019. (2019). Buffer: All-You-Need Social Media Toolkit for Small Businesses. https://buffer.com/state-of-social-2019Duggan, E. (2021). How does the promotion of fast fashion through influencer marketing on Instagram impact Millennial’s purchase intentions, from an Irish female Millennial perspective?Ehlers, K. (2021, June 2). Council Post: Micro-Influencers: When Smaller Is Better. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2021/06/02/micro-influencers-when-smaller-is-better/Euromonitor. (2023, January 16). Euromonitor reveals top 10 global consumer trends in 2023. Euromonitor. https://www.euromonitor.com/press/press-releases/jan-2023/euromonitor-reveals-top-10-global-consumer-trends-in-2023Flori Needle. (2023, May 12). How to Create Detailed Buyer Personas for Your Business. https://blog.hubspot.com/marketing/buyer-persona-researchGerlich, M. (2023). The Power of Personal Connections in Micro-Influencer Marketing: A Study on Consumer Behaviour and the Impact of Micro-Influencers (SSRN Scholarly Paper 4455093). https://papers.ssrn.com/abstract=4455093Hanlon, A. (2021). Digital Marketing: Strategic Planning & Integration. SAGE.John Dudovskiy. (2015, March 5). A Brief Literature Review on Consumer Buying Behaviour. Research-Methodology. https://research-methodology.net/a-brief-literature-review-on-consumer-buying-behaviour/Juan Molano. (2023, September 15). Qué es un influencer, qué tipos existen y ejemplos. https://blog.hubspot.es/marketing/marketing-influencersKay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36, 1–31. https://doi.org/10.1080/0267257X.2020.1718740Kristy Snyder. (2023, November 6). What Is Marketing? Definition, Strategies & Best Practices – Forbes Advisor. Forbes. https://www.forbes.com/advisor/business/what-is-marketing/Lakshmi. (2016, August). CONSUMER BUYING BEHAVIOR TOWARDS ONLINE SHOPPING. International Journal of Research -GRANTHAALAYAH, 4(8(SE), 60–65. https://doi.org/10.29121/granthaalayah.v4.i8(SE).2016.2588Magnetar IT. (2021, August 21). Digital Disruption vs. Digital Transformation | LinkedIn. https://www.linkedin.com/pulse/digital-disruption-vs-transformation-magnetar-it/Maiti, R. (2024, January 5). Fast Fashion: Its Detrimental Effect on the Environment. Earth.Org. https://earth.org/fast-fashions-detrimental-effect-on-the-environment/Matt Bertram. (2023, May 24). Fashion Trends: Analyzing Consumer Behavior and Sales. https://www.ewrdigital.com/blog/fashion-trends-business-impactMorris, D. (2022, February 18). The Rise of Social Media: How the world became connected. https://www.shropshirestar.com/entertainment/2022/02/18/the-rise-of-social-media-how-the-world-became-connected/Nicioli, A. M., Taylor. (2023, November 25). ¿Qué es el “fast fashion” (la moda rápida) y por qué es tan controversial? CNN. https://cnnespanol.cnn.com/2023/11/25/que-es-fast-fashion-moda-rapida-traxOrtiz-Ospina, E. (2019). The rise of social media. Our World in Data. https://ourworldindata.org/rise-of-social-mediaShelley Pursell. (2023, September 25). Qué es el marketing digital, sus ventajas y tipos. https://blog.hubspot.es/marketing/que-es-marketing-digitalSvatošová, V. (2013). Motivation of Online Buyer Behavior. Journal of Competitiveness, 5, 14–30. https://doi.org/10.7441/joc.2013.03.02TwentyCi. (2022, August 11). Consumer Buying Behaviour Theories & Models Retailers Should Know. https://news.twentyci.co.uk/blog/consumer-buying-behaviour-theories-models-retailers-should-knowUkEssays. (2018, November). The Celebrity Effect in Fast Fashion Industry. https://www.ukessays.com/essays/marketing/the-celebrity-effect-in-fast-fashion-industry-marketing-essay.phpWest, C. (2023, January 9). Micro-influencer marketing guide: Facts and uses. 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