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La influencia de las recomendaciones en las redes sociales sobre la intención de compra: un estudio comparativo entre la generación millennial y centennial
Resumen
Las redes sociales se han convertido en espacios virtuales que facilitan la interacción entre individuos y permiten compartir información de índole personal y profesional. Al identificar esta característica, las empresas se apresuraron a aprovecharla para captar clientes, dejando las acciones de comunicación tradicional para desarrollar estrategias digitales que les permitieran posicionar sus productos y servicios, de manera que llegaran a construir vínculos más cercanos con los usuarios. En este contexto, la presente investigación tiene como objetivo analizar si las recomendaciones en las redes sociales influyen sobre la intención de compra de las generaciones Y (millennials) y Z (centennials). Se consideraron dos tipos de recomendaciones: las reseñas en línea y las realizadas por los líderes de opinión; asimismo, se determinó si el efecto del electronic word of mouth (eWOM) influye en la intención de compra. Se empleó una metodología con un enfoque cuantitativo con un alcance explicativo, se revisó una muestra de 388 participantes, los cuales se encuentran entre 25-39 años (generación Y) y 15-24 años (generación Z). Los resultados mostraron que la intención de compra de los millennials se ve influenciada por el eWOM, las reseñas en línea y por los líderes de opinión; de manera similar la intención de compra de los centennials se ve influenciada por el eWOM y los líderes de opinión, sin embargo, en el caso de este grupo, las reseñas en línea no tienen impacto.
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