Bibliographic citations
Matallana, A., Talavera, L. (2022). Interacción social, valor hedónico y compromiso del cliente en relación a la intención de compra a través de transmisiones en vivo en Instagram [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/667890
Matallana, A., Talavera, L. Interacción social, valor hedónico y compromiso del cliente en relación a la intención de compra a través de transmisiones en vivo en Instagram [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/667890
@misc{renati/405245,
title = "Interacción social, valor hedónico y compromiso del cliente en relación a la intención de compra a través de transmisiones en vivo en Instagram",
author = "Talavera Minaya, Lorena Cristina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
The advancement of technology and the growth that social networks have had, especially Instagram, has achieved changes in people's consumption and purchasing habits. In addition, the networks and the different functions that are in them, such as live broadcasts, have become a powerful sales tool for businesses in the field of online commerce. This research aims to analyze how social interaction, hedonic value and customer engagement relate to purchase intention. Likewise, this research will be based on a non-probabilistic sampling of 400 people who have made a purchase through live broadcasts on Instagram in the last 12 months. Finally, for the analysis of the information, the PLS-SEM software will be used since it will favor predicting the results of the present investigation.
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