Citas bibligráficas
Esquivel, R., (2019). Los canales de comunicación audiovisual de Instagram y su relación con la intención de compra de ropa deportiva de moda en mujeres de 18 a 35 años de nivel socioeconómico A de San Borja, Surco, San Isidro y Miraflores, año 2019 [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/627758
Esquivel, R., Los canales de comunicación audiovisual de Instagram y su relación con la intención de compra de ropa deportiva de moda en mujeres de 18 a 35 años de nivel socioeconómico A de San Borja, Surco, San Isidro y Miraflores, año 2019 [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/627758
@misc{renati/369447,
title = "Los canales de comunicación audiovisual de Instagram y su relación con la intención de compra de ropa deportiva de moda en mujeres de 18 a 35 años de nivel socioeconómico A de San Borja, Surco, San Isidro y Miraflores, año 2019",
author = "Esquivel Macavilca, Ralph Alexander",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
This research analyzes the audiovisual communication channels of Instagram and its relationship with the intention of buying fashionable sportswear in women from 18 to 35 years of socioeconomic status A of San Borja, Surco, San Isidro and Miraflores in the current year. Based on this, the hypothesis is that Instagram's audiovisual communication channels are related to the intention of buying sportswear for women. In this way, the research describes word of mouth marketing and its evolution over time, the development of the concept mentioned in social networks, delving into Instagram. In addition, the purchase intention, the purchase process, the consumer's behavior and the ZMOT are described. Finally, the evolution and characteristics of Instagram, how to make disabilities in the “photos“, “videos“, “stories“ and “Instagram TV“ are detailed. The research is descriptive, the 4 channels of audiovisual communication and the actors as “followed“, “influencers“ and “accounts of the brands“ that participate in this social network. The intention to buy on Instagram is influenced differently by channel, actor and the activity that can be done when publishing some content.
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