Bibliographic citations
Rios, G., (2020). La relación que tienen los factores extrínsecos de la publicidad online en social media con la intención de compra en el sector automotriz en jóvenes Millennials [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/652841
Rios, G., La relación que tienen los factores extrínsecos de la publicidad online en social media con la intención de compra en el sector automotriz en jóvenes Millennials [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/652841
@misc{renati/1287983,
title = "La relación que tienen los factores extrínsecos de la publicidad online en social media con la intención de compra en el sector automotriz en jóvenes Millennials",
author = "Rios Pacheco, Guillermo Jesús",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Today, digital marketing strategies are increasingly used in the automotive sector. Brands from different segments are realizing their effectiveness and attach great importance to them, sometimes being their main weapon against competition. The following research aims to determine the relationship that extrinsic factors of online advertising in social media have with the intention of buying in young Millennials. In this way, it can serve as a point of reference for the creation of digital marketing strategies and how they can be addressed to generate a better impact in the indicated segment. The study has previous research to analyze the situation in the sector, relying on similar research. Likewise, qualitative studies were carried out, which involved in-depth interviews with three experts in social networks themselves, as well as from the same automotive sector. Also, focus groups of five members each were made to the millennial segment in order to be able to match those mentioned by the experts with the information of the young people. On the quantitative side, 208 people were surveyed, who with their answers carried out a correlational study through a multiple linear regression in SPSS, which accurately determined various results on the relationship of these factors under study with the intention of purchase in the analyzed segment. Finally, the results reflected that two of the three variables in question do have a relationship with the intention to buy in the Millennial segment. However, with the beta square it was possible to demonstrate that, from the three factors under study, entertainment is the most related to the intention to buy. Therefore, it is recommended to use consumer trends and behavior when making digital marketing strategies, in such a way you will be at the forefront of the moment and generate purchase intention in the segment.
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