Marketing social y su incidencia en el comportamiento del consumidor

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2 Citas (Scopus)

Resumen

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.

Título traducido de la contribuciónSocial marketing and its impact on consumer behavior
Idioma originalEspañol
Páginas (desde-hasta)852-867
Número de páginas16
PublicaciónRevista Venezolana de Gerencia
Volumen26
N.º95
DOI
EstadoPublicada - 1 jul. 2021

Nota bibliográfica

Publisher Copyright:
© 2021, Universidad del Zulia. All rights reserved.

Palabras clave

  • Buying behavior
  • Consumer
  • Corporate image
  • Social marketing

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