Publication: La influencia de los medios sociales digitales en el consumo de complementación alimentaria (dietéticos) desde el año 2010 hasta la actualidad
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2022-12-02
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Rio Caballero, Marta del
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Universidad Complutense de Madrid
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Abstract
El desarrollo del mundo digital afecta de un modo muy importante a la toma de decisión, dentro de un proceso de compra. Internet lo facilita con el e-commerce, como herramienta de búsqueda de información y como factor prescriptivo. Tam-bién los canales sociales sirven como “ventana abierta” para los targets de una marca o empresa. Estos perfiles llegan a convertirse en canales de intercambio de contenido, potenciando así relaciones de biteralidad entre consumidores y empresas.Consumidores y usuarios inciden muy directamente en el público y en el merca-do, al emitir sus experiencias de compra y consumo, que llegan a millones de usuarios, influyendo poderosamente sobre los consumidores potenciales de la marca o producto. Internet se ha convertido en un factor prioritario para la com-pra, en todas sus fases: al informar, adquirir y al trasferir su opinión en el momen-to post-compra.Hoy es indispensable que cualquier empresa o marca analice cuál es su posición dentro del entorno digital, especialmente en los medios sociales, identificando así opiniones positivas y negativas, u otras variables decisoras que hagan a sus con-sumidores posicionarse como prescriptores o detractores de su marca o producto. La figura del ‘influencer’ aumenta su importancia dentro del proceso de decisión de compra de los particulares. Igual que segmentar al público objetivo, al lanzar una acción publicitaria o de marketing en los canales, juega también un papel esencial elegir un ‘influencer’ adecuado a sus variables (edad, sector…). Los ‘Mi-llennials’ constituyen el target más joven, el público más tendente a usar este ca-nal. Son los más proclives a generar opinión de su consumo, con intensidad mu-cho mayor en bienes que en servicios. En este mercado de los complementos alimenticios, el papel del ‘influencer’ juega un papel muy controvertido y delicado, pues puede poner en riesgo la salud de los consumidores que no cuestionan la prescripción de la pantalla (del influencer), aunque carezca de los conocimientos adecuados. Estudiaremos parámetros de medición, de branding, de creación de comunidad y otros.
Development of the digital world affects taking decision within a purchasing pro-cess. The Internet facilitates this with e-commerce, as an information search tool and as a prescriptive factor. Also social channels serve as an "open window" for the targets of a brand or company. These profiles become channels for the ex-change of content, thus enhancing bilateral relationships between consumers and companies.Consumers and users have a direct impact on the public and on the market, by issuing their shopping and consumption experiences: these reach millions of us-ers, powerfully influencing potential consumers of the same brand or product. The Internet has become a priority factor for the purchase, in all its phases: informa-tive, acquisition and when transmitting your opinion at the post-purchase moment.Today it is essential for any company or brand to analyze its position in the digital environment, especially in social media, thus identifying positive and negative opinions, or other decision-making variables that make its consumers position themselves as prescribers or detractors of their brand or product.The figure of the ‘influencer’ is becoming more and more important, within person-al decision-making process. Same as we segment the target audience, when launching an advertising or marketing action on other channels, it also plays an essential role in choosing an ‘influencer’ appropriate to its variables, both age and sector. The ‘Millennials’ are the youngest target and the public most likely to use this channel. Therefore, they are the most likely to generate an opinion about a good or service, the intensity being much higher in the case of goods than in the case of services. In the market discussed here for food supplements, the role of the 'influencer' plays a very controversial and committed role, since on numerous occasions it puts the health of potential consumers at risk, who never question the prescription of the screen (from influencer), even if you lack adequate knowledge of the product. We will study the measurement parameters, such as branding, community building...
Development of the digital world affects taking decision within a purchasing pro-cess. The Internet facilitates this with e-commerce, as an information search tool and as a prescriptive factor. Also social channels serve as an "open window" for the targets of a brand or company. These profiles become channels for the ex-change of content, thus enhancing bilateral relationships between consumers and companies.Consumers and users have a direct impact on the public and on the market, by issuing their shopping and consumption experiences: these reach millions of us-ers, powerfully influencing potential consumers of the same brand or product. The Internet has become a priority factor for the purchase, in all its phases: informa-tive, acquisition and when transmitting your opinion at the post-purchase moment.Today it is essential for any company or brand to analyze its position in the digital environment, especially in social media, thus identifying positive and negative opinions, or other decision-making variables that make its consumers position themselves as prescribers or detractors of their brand or product.The figure of the ‘influencer’ is becoming more and more important, within person-al decision-making process. Same as we segment the target audience, when launching an advertising or marketing action on other channels, it also plays an essential role in choosing an ‘influencer’ appropriate to its variables, both age and sector. The ‘Millennials’ are the youngest target and the public most likely to use this channel. Therefore, they are the most likely to generate an opinion about a good or service, the intensity being much higher in the case of goods than in the case of services. In the market discussed here for food supplements, the role of the 'influencer' plays a very controversial and committed role, since on numerous occasions it puts the health of potential consumers at risk, who never question the prescription of the screen (from influencer), even if you lack adequate knowledge of the product. We will study the measurement parameters, such as branding, community building...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 22-03-2022