Bibliographic citations
Honda, R., Peralta, P. (2024). Fast Fashion en Lima Metropolitana. La relación entre el marketing de redes sociales, el valor de marca y la intención de compra [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683961
Honda, R., Peralta, P. Fast Fashion en Lima Metropolitana. La relación entre el marketing de redes sociales, el valor de marca y la intención de compra [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683961
@misc{renati/1806858,
title = "Fast Fashion en Lima Metropolitana. La relación entre el marketing de redes sociales, el valor de marca y la intención de compra",
author = "Peralta Salazar, Piero Andre",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The objective of this research paper is to explore the impact of social media marketing on purchase intention within the Fast Fashion industry. The study aims to analyze how the strategic use of digital platforms influences brand perception and, in turn, fosters loyalty and interactions among consumers in Lima, aged 21 to 35, both online and offline. Various studies up until 2022 have shown that increased interaction on social media, influencer marketing strategies, and the creation of online communities generate greater consumer loyalty and engagement with brands. In this context, the research focuses on five key dimensions of social media marketing: influencer marketing, interactions, rewards, information dissemination, and entertainment. Each of these dimensions plays a crucial role in building brand value and strengthening relationships between consumers and brands. Additionally, the study compares consumer behavior across different cultural and demographic contexts, highlighting differences in the use of social media for online purchases. Finally, the research concludes that social media marketing has a positive correlation with brand value and purchase intention, making it a powerful tool not only to increase brand visibility but also to encourage continuous interaction with consumers. This, in turn, results in greater brand loyalty and increased sales. This paper provides a valuable contribution to digital marketing strategies within the Fast Fashion industry, demonstrating the relevance of social media in the purchase decisions of modern consumers.
This item is licensed under a Creative Commons License