Effects on people's purchase intention caused by influencer marketing in the restaurant industry

En un contexto de constante dinamismo y creciente consumismo, el marketing de influencers ha surgido como una fuerza poderosa dentro de la industria restaurantera. Este estudio profundiza en cómo esta estrategia impacta la intención de compra de las personas en Colombia. Examina cómo el marketing de...

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Fecha de publicación:: 2023

Institución:: Universidad del Rosario

Repositorio:: Repositorio EdocUR - U. Rosario

Idioma:: spa

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network_name_str	Repositorio EdocUR - U. Rosario
repository_id_str
dc.title.none.fl_str_mv	Effects on people's purchase intention caused by influencer marketing in the restaurant industry
dc.title.TranslatedTitle.none.fl_str_mv	Efectos en la intención de compra de las personas causados por el marketing de influencers en la industria de restaurantes
title	Effects on people's purchase intention caused by influencer marketing in the restaurant industry
spellingShingle	Effects on people's purchase intention caused by influencer marketing in the restaurant industry Marketing de influencers Intención de compra Autenticidad Gastronomía Comportamiento del consumidor Influencer marketing Purchase intent Authenticity Gastronomy Consumer behavior
title_short	Effects on people's purchase intention caused by influencer marketing in the restaurant industry
title_full	Effects on people's purchase intention caused by influencer marketing in the restaurant industry
title_fullStr	Effects on people's purchase intention caused by influencer marketing in the restaurant industry
title_full_unstemmed	Effects on people's purchase intention caused by influencer marketing in the restaurant industry
title_sort	Effects on people's purchase intention caused by influencer marketing in the restaurant industry
dc.contributor.advisor.none.fl_str_mv	Zanjirani-Farahani, Reza
dc.subject.none.fl_str_mv	Marketing de influencers Intención de compra Autenticidad Gastronomía Comportamiento del consumidor
topic	Marketing de influencers Intención de compra Autenticidad Gastronomía Comportamiento del consumidor Influencer marketing Purchase intent Authenticity Gastronomy Consumer behavior
dc.subject.keyword.none.fl_str_mv	Influencer marketing Purchase intent Authenticity Gastronomy Consumer behavior
description	En un contexto de constante dinamismo y creciente consumismo, el marketing de influencers ha surgido como una fuerza poderosa dentro de la industria restaurantera. Este estudio profundiza en cómo esta estrategia impacta la intención de compra de las personas en Colombia. Examina cómo el marketing de influencers a través de las redes sociales influye en etapas específicas del viaje del consumidor. A través de entrevistas semiestructuradas, esta investigación revela patrones en las preferencias de contenido y la forma en que la autenticidad percibida ejerce su influencia en las intenciones de compra dentro del sector gastronómico. Estas revelaciones contribuyen a una comprensión más profunda de las estrategias de marketing personalizadas en medio del actual panorama empresarial. En resumen, este análisis, basado en una metodología de entrevistas, ilumina el papel crucial asumido por el marketing de influencers en la formación de la intención de compra en el ámbito de los establecimientos gastronómicos colombianos.
publishDate	2023
dc.date.created.none.fl_str_mv	2023-10-05
dc.date.accessioned.none.fl_str_mv	2024-01-16T14:10:11Z
dc.date.available.none.fl_str_mv	2024-01-16T14:10:11Z
dc.type.none.fl_str_mv	bachelorThesis
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dc.type.document.none.fl_str_mv	Trabajo de grado
dc.type.spa.none.fl_str_mv	Trabajo de grado
dc.identifier.uri.none.fl_str_mv	https://repository.urosario.edu.co/handle/10336/41996
url	https://repository.urosario.edu.co/handle/10336/41996
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dc.format.extent.none.fl_str_mv	107 pp
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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	Administración de Negocios Internacionales
publisher.none.fl_str_mv	Universidad del Rosario
institution	Universidad del Rosario
dc.source.bibliographicCitation.none.fl_str_mv	Álvarez Monzoncillo, J. M. (2023). The dynamics of influencer marketing. Oxon: Routledge. Anas, A. M., Abdou, A. H., Hassan, T. H., Alrefae, W. M. M., Daradkeh, F. M., El-Amin, M. A.-M. M., Kegour, A. B. A., & Alboray, H. M. M. (2023). Argyris, Y. A., Muqaddam, A., & Miller, S. (2021). The effects of the visual presentation of an Influencer’s Extroversion on perceived credibility and purchase intentions–moderated by personality matching with the audience. Journal of Retailing and Consumer Services. Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 422-448. Chang, J., Morrison, A. M., Hsin-Hung Lin, S., & Ho, C.-Y. (2020). How do food consumption motivations and emotions affect the experiential values and well-being of foodies? British Food Journal, 627-648. Cialdini, R. B. (2009). Influence: The Psychology of Persuasion. Harper Collins. Colliander, J., & Mohr, I. (2011). Following the fashionable friend: the power of social media. Journal of Advertising Research, 313-320. Dabholkar, P. A., van Dolen, W. M., & de Ruyter, K. (2009). A dual-sequence framework for B2C relationship formation: moderating effects of employee communication style in online group chat. Psychology and Marketing, 145-174. Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and purchase intention of organic food: a conceptual framework. In Emerald Insight. Learning Center by Rennes School of Business. DOI10.1108/MEQ-01-2020-0014 de Magistris, T., & Gracia, A. (2008). The decision to buy organic food products in Southern Italy. British Food Journal. Doe, J. (2019). The Role of Social Media in Information Seeking and Trust Building: An Exploratory Study. Journal of Consumer Behavior, 332-345. Evans, J. N., Balaban, D. C., Naderer, B., & Mucundorfeanu, M. (2022). How the Impact of Social Media Influencer Disclosures Changes over Time. Journal of Advertising Research, 353-366. García, A., López, B., & Martínez, C. (2022). Estrategias de marketing de influencers en redes sociales. Revista de Comunicación, 21(2). Geuens, M., & De Pelsmacker, P. (1999). Individual differences and the communication effects of emotional stimuli: “Affect intensity” revisited. Psychology & Marketing, 195-209. Gu, F. F., Palmatier, R. W., & Leung, F. F. (2022). Online Influencer Marketing. Journal of the Academy of Marketing Research, 226-251. Gundala, R. R., Nawazb, N., M, H. R., Boobalan, K., & Kumar Gajenderan, V. (2022). Does gender moderate the purchase intention of organic foods? Theory of reasoned action. In DOAJ (Vol. 8) [Elsevier]. Learning Center by Rennes School of Business. Hanaysha, J. R. (2021). An examination of social media advertising features, brand engagement and purchase intention in the fast food industry. In Emerald. Learning Center by Rennes School of Business. DOI10.1108/BFJ-08-2021-0907 Hawkins, D., & Mothersbaugh, D. (2010). Consumer behavior: Building marketing strategy. New York: McGraw Hill. Hund, E. (2023). The Quest for Authenticity on Social Media. In Princeton University Press. New Jersey. Jaratin, L., Amran, H., & Nur Thara, A. Z. (2017). Examining the mediating effect of attitude towards electronic word-of-mouth (eWOM) on the relationship between the trust in eWOM source and intention to follow eWOM among Malaysian travelers. Asia Pacific Management Review. Kotler, P., Bowen, J. T., Makens, C. J., & Seyhmus, B. (2017). Marketing for Hospitality and Tourism. Harlow: Pearson. Lampeira, M. (2021). The impact of digital influencers on consumers’ decision-making process in the luxury fashion market. In Universidade Católica Portuguesa. Learning Center by Rennes School of Business. Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. American Marketing Association. Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 960-978. Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 58-73. Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). Now smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 378-387. Mirabi, V., & Akbariyeh, V. (2015). A study of factors affecting on customers purchase intention case study: The agencies of bono brand tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology, 263-267. Nunes, J. C., Ordanini, A., & Giambastiani, G. (2021). The Concept of Authenticity: What It Means to Consumers. In Journal of Marketing (Vol. 84). Learning Center by Rennes School of Business. Phelps, J. E., & Hoy, M. G. (1996). The Aad-Ab-PI relationship in children: the impact of brand familiarity and measurement timing. Psychology and Marketing, 77-101. Pinto Sá, S. (2020). The impact of Influencer Marketing and Brand Gender on Purchase Intention. In Universidade Católica Portuguesa. Learning Center by Rennes School of Business. Punjani, K. K., & Kumar, R. (2021). Impact of advertising puffery and celebrity trustworthiness on attitude and purchase intent: a study on Indian youth. Journal of Advances in Management Research, 738-757. Ren, L., Lee, S. K., & Chun, S. (2023). The effects of influencer type, regulatory focus, and perceived authenticity on consumers' purchase intention. In The International Journal of Consumer Studies (Vol. 47). Learning Center by Rennes School of Business. Schiffman, L. G., & Wisenblit, J. (2015). Comportamiento del consumidor (L. Ó. Madrigal Muñiz, Trans.; 11th ed.). Pearson Educación. Smith, J. (2020). The decline of trust in classic marketing: Causes and consequences. Journal of Marketing Trends, 1-10. Smith, J., & Johnson, M. (2021). The Power of Influence: Leveraging Social Media Influencers in Marketing. In Journal of Marketing Strategies. Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson. Springer, J. (s.f.). KFC, Beyond Meat ready nationwide plant-based chicken rollout: Influencer Liza Koshy to lead introduction . Advertising Age. Syed, A. A., & Zaidi, H. (2023). Effectiveness of Social Media Influencers in Brand Purchase Intention. In International Management Review (Vol. 19). Learning Center by Rennes School of Business. Szakal, A. C. (2022). Influencer Marketing. Bulletin of the Transilvania University of Braşov. Tinoco Egas, R., Juanatey Boga, Ó., & Martínez Fernández, V. A. (2019). Generación de emociones en la intención de compra. Revista de Ciencias Sociales, 218-229. Van-Tien Dao, W., Nhat-Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social Media Advertising Value: The Case of Transitional Economies in Southeast Asia. International Journal of Advertising, 271-94. Yi-Feng, M., & Yi-Wen, F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management. Yu, Y., & Park, J. (2020). Influencer marketing on Instagram: The effects of product information and credibility on consumers' attitudes. Journal of Travel & Tourism Marketing, 1009-1023.
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spelling	Zanjirani-Farahani, Reza33f29c81-feec-46db-af59-a5c7086a4092-1Martínez González, DanielaAdministrador de Negocios InternacionalesAdministrador de Negocios InternacionalesPregradoFull time8a3aed1d-518e-4e36-b95a-d3edc80b7e0f-12024-01-16T14:10:11Z2024-01-16T14:10:11Z2023-10-05En un contexto de constante dinamismo y creciente consumismo, el marketing de influencers ha surgido como una fuerza poderosa dentro de la industria restaurantera. Este estudio profundiza en cómo esta estrategia impacta la intención de compra de las personas en Colombia. Examina cómo el marketing de influencers a través de las redes sociales influye en etapas específicas del viaje del consumidor. A través de entrevistas semiestructuradas, esta investigación revela patrones en las preferencias de contenido y la forma en que la autenticidad percibida ejerce su influencia en las intenciones de compra dentro del sector gastronómico. Estas revelaciones contribuyen a una comprensión más profunda de las estrategias de marketing personalizadas en medio del actual panorama empresarial. En resumen, este análisis, basado en una metodología de entrevistas, ilumina el papel crucial asumido por el marketing de influencers en la formación de la intención de compra en el ámbito de los establecimientos gastronómicos colombianos.In a context of constant dynamism and burgeoning consumerism, influencer marketing has emerged as a potent force within the restaurant industry. This study delves into how this strategy impacts people's purchasing intent in Colombia. It examines how influencer marketing via social networks influences specific stages of the consumer journey. Through semi-structured interviews, this investigation unveils patterns in content preferences and the manner by which perceived authenticity wields its influence on purchase intentions within the gastronomy sector. The revelations contribute to a more profound understanding of customized marketing strategies amid the current business landscape. In summation, this analysis, grounded in an interview-based methodology, casts illumination upon the pivotal role assumed by influencer marketing in shaping purchase intent within the realm of Colombian dining establishments.107 ppapplication/pdfhttps://repository.urosario.edu.co/handle/10336/41996spaUniversidad del RosarioEscuela de AdministraciónAdministración de Negocios InternacionalesAttribution-NonCommercial-NoDerivatives 4.0 InternationalAbierto (Texto Completo)EL AUTOR, manifiesta que la obra objeto de la presente autorización es original y la realizó sin violar o usurpar derechos de autor de terceros, por lo tanto la obra es de exclusiva autoría y tiene la titularidad sobre la misma. PARGRAFO: En caso de presentarse cualquier reclamación o acción por parte de un tercero en cuanto a los derechos de autor sobre la obra en cuestión, EL AUTOR, asumirá toda la responsabilidad, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos la universidad actúa como un tercero de buena fe. EL AUTOR, autoriza a LA UNIVERSIDAD DEL ROSARIO, para que en los términos establecidos en la Ley 23 de 1982, Ley 44 de 1993, Decisión andina 351 de 1993, Decreto 460 de 1995 y demás normas generales sobre la materia, utilice y use la obra objeto de la presente autorización. -------------------------------------- POLITICA DE TRATAMIENTO DE DATOS PERSONALES. Declaro que autorizo previa y de forma informada el tratamiento de mis datos personales por parte de LA UNIVERSIDAD DEL ROSARIO para fines académicos y en aplicación de convenios con terceros o servicios conexos con actividades propias de la academia, con estricto cumplimiento de los principios de ley. Para el correcto ejercicio de mi derecho de habeas data cuento con la cuenta de correo habeasdata@urosario.edu.co, donde previa identificación podré solicitar la consulta, corrección y supresión de mis datos.http://creativecommons.org/licenses/by-nc-nd/4.0/http://purl.org/coar/access_right/c_abf2Álvarez Monzoncillo, J. M. (2023). The dynamics of influencer marketing. Oxon: Routledge.Anas, A. M., Abdou, A. H., Hassan, T. H., Alrefae, W. M. M., Daradkeh, F. M., El-Amin, M. A.-M. M., Kegour, A. B. A., & Alboray, H. M. M. (2023).Argyris, Y. A., Muqaddam, A., & Miller, S. (2021). The effects of the visual presentation of an Influencer’s Extroversion on perceived credibility and purchase intentions–moderated by personality matching with the audience. Journal of Retailing and Consumer Services.Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 422-448.Chang, J., Morrison, A. M., Hsin-Hung Lin, S., & Ho, C.-Y. (2020). How do food consumption motivations and emotions affect the experiential values and well-being of foodies? British Food Journal, 627-648.Cialdini, R. B. (2009). Influence: The Psychology of Persuasion. Harper Collins. Colliander, J., & Mohr, I. (2011). Following the fashionable friend: the power of social media. Journal of Advertising Research, 313-320.Dabholkar, P. A., van Dolen, W. M., & de Ruyter, K. (2009). A dual-sequence framework for B2C relationship formation: moderating effects of employee communication style in online group chat. Psychology and Marketing, 145-174.Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and purchase intention of organic food: a conceptual framework. In Emerald Insight. Learning Center by Rennes School of Business. DOI10.1108/MEQ-01-2020-0014de Magistris, T., & Gracia, A. (2008). The decision to buy organic food products in Southern Italy. British Food Journal.Doe, J. (2019). The Role of Social Media in Information Seeking and Trust Building: An Exploratory Study. Journal of Consumer Behavior, 332-345.Evans, J. N., Balaban, D. C., Naderer, B., & Mucundorfeanu, M. (2022). How the Impact of Social Media Influencer Disclosures Changes over Time. Journal of Advertising Research, 353-366.García, A., López, B., & Martínez, C. (2022). Estrategias de marketing de influencers en redes sociales. Revista de Comunicación, 21(2).Geuens, M., & De Pelsmacker, P. (1999). Individual differences and the communication effects of emotional stimuli: “Affect intensity” revisited. Psychology & Marketing, 195-209.Gu, F. F., Palmatier, R. W., & Leung, F. F. (2022). Online Influencer Marketing. Journal of the Academy of Marketing Research, 226-251.Gundala, R. R., Nawazb, N., M, H. R., Boobalan, K., & Kumar Gajenderan, V. (2022). Does gender moderate the purchase intention of organic foods? Theory of reasoned action. In DOAJ (Vol. 8) [Elsevier]. Learning Center by Rennes School of Business.Hanaysha, J. R. (2021). An examination of social media advertising features, brand engagement and purchase intention in the fast food industry. In Emerald. Learning Center by Rennes School of Business. DOI10.1108/BFJ-08-2021-0907Hawkins, D., & Mothersbaugh, D. (2010). Consumer behavior: Building marketing strategy. New York: McGraw Hill.Hund, E. (2023). The Quest for Authenticity on Social Media. In Princeton University Press. New Jersey.Jaratin, L., Amran, H., & Nur Thara, A. Z. (2017). Examining the mediating effect of attitude towards electronic word-of-mouth (eWOM) on the relationship between the trust in eWOM source and intention to follow eWOM among Malaysian travelers. Asia Pacific Management Review.Kotler, P., Bowen, J. T., Makens, C. J., & Seyhmus, B. (2017). Marketing for Hospitality and Tourism. Harlow: Pearson.Lampeira, M. (2021). The impact of digital influencers on consumers’ decision-making process in the luxury fashion market. In Universidade Católica Portuguesa. Learning Center by Rennes School of Business.Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. American Marketing Association.Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 960-978.Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 58-73.Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). Now smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 378-387.Mirabi, V., & Akbariyeh, V. (2015). A study of factors affecting on customers purchase intention case study: The agencies of bono brand tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology, 263-267.Nunes, J. C., Ordanini, A., & Giambastiani, G. (2021). The Concept of Authenticity: What It Means to Consumers. In Journal of Marketing (Vol. 84). Learning Center by Rennes School of Business.Phelps, J. E., & Hoy, M. G. (1996). The Aad-Ab-PI relationship in children: the impact of brand familiarity and measurement timing. Psychology and Marketing, 77-101.Pinto Sá, S. (2020). The impact of Influencer Marketing and Brand Gender on Purchase Intention. In Universidade Católica Portuguesa. Learning Center by Rennes School of Business.Punjani, K. K., & Kumar, R. (2021). Impact of advertising puffery and celebrity trustworthiness on attitude and purchase intent: a study on Indian youth. Journal of Advances in Management Research, 738-757.Ren, L., Lee, S. K., & Chun, S. (2023). The effects of influencer type, regulatory focus, and perceived authenticity on consumers' purchase intention. In The International Journal of Consumer Studies (Vol. 47). Learning Center by Rennes School of Business.Schiffman, L. G., & Wisenblit, J. (2015). Comportamiento del consumidor (L. Ó. Madrigal Muñiz, Trans.; 11th ed.). Pearson Educación.Smith, J. (2020). The decline of trust in classic marketing: Causes and consequences. Journal of Marketing Trends, 1-10.Smith, J., & Johnson, M. (2021). The Power of Influence: Leveraging Social Media Influencers in Marketing. In Journal of Marketing Strategies.Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.Springer, J. (s.f.). KFC, Beyond Meat ready nationwide plant-based chicken rollout: Influencer Liza Koshy to lead introduction . Advertising Age.Syed, A. A., & Zaidi, H. (2023). Effectiveness of Social Media Influencers in Brand Purchase Intention. In International Management Review (Vol. 19). Learning Center by Rennes School of Business.Szakal, A. C. (2022). Influencer Marketing. Bulletin of the Transilvania University of Braşov.Tinoco Egas, R., Juanatey Boga, Ó., & Martínez Fernández, V. A. (2019). Generación de emociones en la intención de compra. Revista de Ciencias Sociales, 218-229.Van-Tien Dao, W., Nhat-Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social Media Advertising Value: The Case of Transitional Economies in Southeast Asia. International Journal of Advertising, 271-94.Yi-Feng, M., & Yi-Wen, F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management.Yu, Y., & Park, J. (2020). Influencer marketing on Instagram: The effects of product information and credibility on consumers' attitudes. 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Effects on people's purchase intention caused by influencer marketing in the restaurant industry

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