Marketing social y su incidencia en el comportamiento del consumidor

Translated title of the contribution: Social marketing and its impact on consumer behavior

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Abstract

This article seeks to determine the effects of social marketing on consumer buying behavior. For this, the questionnaire was used as a data collection instrument, this tool was subjected to a reliability test obtaining a Cronbach’s alpha of 0.815, which was applied to 432 Ecuadorians. Next, a correlational study was developed between the variables, the result of the investigation demonstrates the existence of a low intensity correlation (Spearman’s rho = .322), result that corroborates that social marketing does not have the ultimate purpose of motivating or positively influencing the consumer’s purchase decision, on products that the company sells, however, if it favors the corporate image.

Translated title of the contributionSocial marketing and its impact on consumer behavior
Original languageSpanish
Pages (from-to)852-867
Number of pages16
JournalRevista Venezolana de Gerencia
Volume26
Issue number95
DOIs
StatePublished - 1 Jul 2021

Bibliographical note

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