Bibliographic citations
Herrera, J., Fernandez, L. (2020). Relación del engagement del consumidor con la intención de co-creación e intención de compra en Instagram de la categoría de ropa para mujeres [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653521
Herrera, J., Fernandez, L. Relación del engagement del consumidor con la intención de co-creación e intención de compra en Instagram de la categoría de ropa para mujeres [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653521
@misc{sunedu/4384168,
title = "Relación del engagement del consumidor con la intención de co-creación e intención de compra en Instagram de la categoría de ropa para mujeres",
author = "Fernandez Paredes, Lenkiza",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The importance of this study is centered on the relationship of the variables engagement, co-creation and purchase intention. In this sense, it is considered that: Engagement is defined through different dimensions where consumer behavior is evaluated in relation to a certain brand; intention to co-create, occurs when customers have an active and collaborative participation with the brand; and the purchase intention. interpreted as the willingness of consumers to accept higher payments. All this considering as context the category of women's clothing on the instagram platform, due to its high popularity and demand for a fashion theme and also empowerment. Based on this, the main purpose of this research is to be able to demonstrate the relationship between the different variables and to check the validity of the studies previously carried out on them, such as Cheung, Pires, Rosenberger, and De Oliveira (2020) who argued that the engagement is a crucial antecedent variable of co-creation and purchase intentions; as well as other authors such as Kennedy (2019) who argued that engagement together with purchase intention are the main precursor variables of co-creation. Therefore, it is also proposed to fill this theoretical gap through the results of the research.
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