Measuring digital era impact on brand interaction among young emerging consumers: a case study of colombian consumers
Traditional marketing employs the brand funnel metaphor to explain the purchasing process of customers, in order to better aim its efforts towards influencing their decisions. Said funnel is based around five stages: awareness, consideration, buy, loyalty and engagement. However, there is a new r...
| Autor Principal: | Cabrera Rios, Nelson |
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| Formato: | Tesis de Doctorado |
| Idioma: | eng |
| Publicado: |
Pontificia Universidad Católica del Perú
2017
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| Materias: | |
| Acceso en línea: |
http://tesis.pucp.edu.pe/repositorio/handle/123456789/9694 |
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| Sumario: |
Traditional marketing employs the brand funnel metaphor to explain the purchasing
process of customers, in order to better aim its efforts towards influencing their decisions.
Said funnel is based around five stages: awareness, consideration, buy, loyalty and
engagement. However, there is a new reality of hyper-connected digital consumers, which
have at their disposition hundreds of means of communication, changing their relationship
with brands and putting the significance and accuracy of the brand funnel into question. This
is especially prevalent among young emerging consumers.
The current study measured and analyzes the impact of the digital era on brand
interaction among young emerging consumers in the Colombian case, thus focusing on
emerging markets, while analyzing brands in both mass consumption and durable goods
markets. A structural equation model (SEM) was created to estimate how these new
technologies affected the relationships between the stages of the brand funnel, while
controlling factors such as media drivers, age and socioeconomic stratum.
It was found that social interactions affect consumers’ confidence and hold a
significant sway on purchasing decisions, especially among young consumers. Significantly,
the importance of social network recommendations on purchasing decisions among young
demographics in emerging markets was validated through the results of the current study |
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