Influencia del Marketing Social en el Comportamiento de Compra de los Consumidores Millennials
Keywords:
marketing social, responsabilidad social corporativa, comportamiento del consumidor, millennials, cuasi-experimental
Abstract
Resumen-La Responsabilidad Social Corporativa (RSC) puede ser considerada como una práctica funcionalista que genera ventaja competitiva para las empresas. Uno de los programas, es el marketing social. Los millennials han sido principalmente influenciados por esta práctica. Los objetivos de este trabajo son: identificar el nivel de conocimiento de los millennials sobre la RSC, validar si este segmento es influenciado por el marketing social en su comportamiento de compra, y establecer si el género, la nacionalidad y el precio generan un cambio en el mismo. Para cumplir los objetivos, se desarrolló una metodología cuasi-experimental que constó de cinco fases, en las cuales se le dio seguimiento al comportamiento de compra de los participantes, al informarlos sobre el marketing social. Se encontró que no todos los millennials son sensibles a esta práctica. Sin embargo, dos de los tres grupos que se identificaron son susceptibles al cambio.
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2020-08-22
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