Citas bibligráficas
Tovar, J., Yañez, R. (2021). La credibilidad y la interacción para-social de los influencers digitales en la intención de compra de productos de moda y maquillaje en la generación Y y Z de Lima Metropolitana [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/657355
Tovar, J., Yañez, R. La credibilidad y la interacción para-social de los influencers digitales en la intención de compra de productos de moda y maquillaje en la generación Y y Z de Lima Metropolitana [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/657355
@misc{renati/396895,
title = "La credibilidad y la interacción para-social de los influencers digitales en la intención de compra de productos de moda y maquillaje en la generación Y y Z de Lima Metropolitana",
author = "Yañez Molero, Roxana Alexandra",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The main objective of this thesis is to determine if there is a relationship between the credibility and the para-social interaction of the Influencers with the intention of buying fashion and makeup products in the Y and Z generation of Metropolitan Lima. For this, a quantitative correlational, non-experimental and transactional study was carried out, which seeks to determine what is the relationship of the study variables, with respect to the intention to purchase fashion and makeup products? The research instrument used was an online questionnaire to collect data (n = 451 valid surveys). Which was done through the Google Forms tool and was aimed at the target audience, men and women who follow an influencer, between 13 to 35 years of age. To measure whether there is a relationship between the purchase intention and the credibility and parasocial interaction variables, the correlational analysis was carried out and the results showed that there is a relationship between the study variables and the intention to purchase fashion and makeup products. The study recommends companies that have not yet opted for influencer marketing strategies, to do so since the costs may be lower than traditional marketing advertising and a greater amount of sales and presence in the market will be obtained. The thesis consists of 5 chapters. In the first chapter, the background of the research is presented based on papers or studies from different countries, analyzing the research methodology they used, then the theoretical bases that explain the variables and the referential framework will be shown, which explains the research in the investigated sector. In the second chapter, the situation of the problem was analyzed, the hypotheses and objectives of the research were developed. In the third chapter, the work methodology, the type of research, the operationalization of the variables, the sampling process and the instrument are defined. In the fourth chapter, the interpretation of the quantitative results was developed and the results of the statistical analysis are presented, which includes the correlation analysis, reliability analysis and the normality test. In the last chapter, the analysis of the results of field work was carried out, complementing it with the contrasting of hypotheses, discussion and study limitations. Finally, this thesis contains a section with conclusions and recommendations.
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