Impacto de la credibilidad en la efectividad del contenido en línea en el mercado plus-size
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Propósito: analizar el efecto de la credibilidad de un creador de contenido y un contenido en redes sociales, en la efectividad de los contenidos de redes sociales en el mercado plus-size.
Diseño metodológico: se realizó un estudio cuantitativo de alcance explicativo causal a una muestra de n=214 mujeres mexicanas del mercado plus-size, a quienes se les aplicó un cuestionario de 40 reactivos cuyos datos se analizaron bajo la técnica de ecuaciones estructurales (PLS-SEM).
Resultados: la credibilidad de una creadora de contenido, así como la credibilidad del contenido en redes sociales sobre ropa plus-size impacta en la percepción de utilidad de información de estos contenidos, lo cual tiene un efecto sobre la adopción de esta información, así como en la intención de compra de estas prendas.
Limitaciones de la investigación: este estudio se realizó en mujeres de algunos estados de la república mexicana mediante una recolección de datos en línea, por lo cual no se pueden generalizar los resultados.
Hallazgos: los resultados de esta investigación abonan a las teorías de credibilidad, así como al Modelo de Adopción de información. Asimismo, los resultados aportan al conocimiento sobre el sector de consumo plus-size que representa un grueso significativo de la población. Siendo relevante que este mercado requiere de mensajes y comunicadores creíbles para que un mensaje de comunicación de marketing pueda ser adoptado y utilizado en compras futuras.
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Entreciencias: Diálogos en la Sociedad del Conocimiento reconoce y respeta el derecho moral de los autores, así como la titularidad del derecho patrimonial, transferida de forma no exclusiva a la revista para su difusión en acceso abierto y su preservación, por lo que los autores que publiquen en esta revista aceptan las siguientes condiciones:
- Entreciencias: Diálogos en la Sociedad del Conocimiento por Universidad Nacional Autónoma de México se distribuye bajo una Licencia Creative Commons Atribución-NoComercial-SinDerivar 4.0 Internacional, la cual permite utilizar la información y los metadatos sin fines comerciales siempre y cuando se realice la citación correspondiente.
- Los autores tendrán el derecho de realizar la distribución no exclusiva de la contribución publicada en Entreciencias: Diálogos en la Sociedad del Conocimiento, es decir, podrán incluirlo en un repositorio institucional o darlo a conocer en otros medios digitales o impresos, siempre y cuando se indique que el artículo fue publicado por primera vez en Entreciencias: Diálogos en la Sociedad del Conocimiento, y además se incluyan datos como: autor de correspondencia, año, volumen, número de páginas, paginación electrónica y DOI.
- Los autores cuyas contribuciones sean aceptadas para su publicación deberán enviar la Carta de Cesión de Derechos en el formato llenado y firmado según corresponda, es decir, de un autor, o de dos o más autores.