La publicidad en redes y la decisión de compra: moda juvenil y el comportamiento digital
Resumen
El articulo examinó la incidencia de la promoción en plataformas digitales en las decisiones de compra de los jóvenes interesados en la moda, considerando el comportamiento en línea como un elemento que conecta la publicidad con las acciones de consumo, el objetivo fue determinar la influencia de los anuncios y la interacción digital para aportar en la creación de campañas más efectivas. La investigación se llevó a cabo con un enfoque cuantitativo, la cual se realizó mediante una encuesta estructurada a 375 alumnos de la Universidad Técnica de Machala, cuyos datos fueron analizados usando el modelo PLS-SEM con constructos formativos. Los resultados mostraron que la publicidad en redes y la moda juvenil tuvieron un efecto significativo en el comportamiento digital, siendo el factor que más afectó la decisión de compra. El análisis demostró que los jóvenes decidieron a partir de la experiencia interactiva y la identificación emocional con las marcas, lo que pone de manifiesto la necesidad de crear campañas más auténticas, personalizadas y adecuadas para el mundo virtual.
Descargas
Citas
Del Olmo Arriaga, J. L., Pretel-Jiménez, M., & Ruíz-Viñals, C. (2025). From fast fashion to shared sustainability: The role of digital communication and policy in Generation Z’s consumption habits. Sustainability, 17(18), 8382. https://doi.org/10.3390/su17188382
Demirci, S., Ling, C.-J., Lee, D.-R., & Chen, C.-W. (2024). How personality traits affect customer empathy expression of social media ads and purchasing intention: A psychological perspective. Journal of Theoretical and Applied Electronic Commerce Research, 19(1), 581–596. https://doi.org/10.3390/jtaer19010031
Duffett, R. G., & Maraule, M. (2024). Customer engagement and intention to purchase attitudes of Generation Z consumers toward emojis in digital marketing communications. Young Consumers, 25(5), 607–624. https://doi.org/10.1108/YC-08-2023-1817
El-Shihy, D., & Awaad, S. (2025). Leveraging social media for sustainable fashion: How brand and user-generated content influence Gen Z’s purchase intentions. Future Business Journal, 11, 113. https://doi.org/10.1186/s43093-025-00529-3
Escourido-Calvo, M., Prado-Dominguez, A. J., & Martin-Palmero, F. (2025). Generation Z, circular fashion, and sustainable marketing. International Journal of Digital Marketing, Management, and Innovation, 1(1), 1–23. https://doi.org/10.4018/IJDMMI.367035
Fadilah, N., Masarroh, I., & Wildan, M. A. (2025). Effectiveness of recommendation algorithms on impulsive buying in e-commerce platforms: A systematic literature review. Priviet Social Sciences Journal, 5(8), 186–198. https://doi.org/10.55942/pssj.v5i8.485
Goyal, A. A. (2023). Impact of digital marketing on youth's purchasing behavior. ScitePress. https://www.scitepress.org/Papers/2023/128845/128845.pdf
Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. Industrial Marketing Management, 111, 127–142. https://doi.org/10.1016/j.indmarman.2023.03.010
Guo, C., & Zhang, X. (2024). The impact of AR online shopping experience on customer purchase intention: An empirical study based on the TAM model. PLoS ONE, 19(8), e0309468. https://doi.org/10.1371/journal.pone.0309468
Harantová, V., & Mazanec, J. (2025). Generation Z’s shopping behavior in second-hand brick-and-mortar stores: Emotions, gender dynamics, and environmental awareness. Behavioral Sciences, 15(4), 413. https://doi.org/10.3390/bs15040413
Kotler, P., & Armstrong, G. (2020). Principios de marketing (18.ª ed.). Pearson.
Liao, J., & Chen, J. (2024). The authenticity advantage: How influencer authenticity management strategies shape digital engagement with sponsored videos. Journal of Business Research, 185, 114937. https://doi.org/10.1016/j.jbusres.2024.114937
Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11, 15. https://doi.org/10.1057/s41599-023-02512-1
Mao, J., Xu, X., Han, J., & Ko, E. (2025). The impact of digital fashion marketing on purchase intention. Asia Pacific Journal of Marketing and Logistics, 37(1), 210–235. https://doi.org/10.1108/APJML-09-2023-0946
Maraule, M., Duffett, R., & Edu, T. (2025). Modeling emoji online marketing on websites among young consumers: The moderation effect of age. Future Business Journal, 11, 91. https://doi.org/10.1186/s43093-025-00509-7
Ofosu-Boateng, I., & Jose, L. M. (2025). Exploring the Impact of Brand Authenticity on Generation Z Consumer Loyalty in Ghana’s Emerging Market. Open Journal of Social Sciences, 13, 236–257. https://doi.org/10.4236/jss.2025.139015
Park, J., & Chun, S. (2025). The consumer socialization process: How social media affects youth luxury consumption. Journal of Global Fashion Marketing, 16(2), 98–115. https://doi.org/10.1080/20932685.2024.2434870
Peng, H. P. (2023). Exploring symbolic effect of new media: The impact of Bilibili on Gen Z’s cohort identity and aesthetic choices in fashion. In N. Sabatini et al. (Eds.), Fashion Communication in the Digital Age. Springer. https://doi.org/10.1007/978-3-031-38541-4_17
Poirier, S.-M., Cosby, S., Sénécal, S., Coursaris, C. K., Fredette, M., & Léger, P.-M. (2024). The impact of social presence cues in social media product photos on consumers’ purchase intentions. Journal of Business Research, 185, 114932. https://doi.org/10.1016/j.jbusres.2024.114932
Qin, M., Qiu, S., Zhao, Y., Zhu, W., & Li, S. (2024). Graphic or short video? The influence mechanism of UGC types on consumers’ purchase intention—Take Xiaohongshu as an example. Electronic Commerce Research and Applications, 65, 101402. https://doi.org/10.1016/j.elerap.2024.101402
Ramos, E. C., & Ramos, C. M. Q. (2025). User-generated content and its impact on purchase intent for tourism products. Future Internet, 17(3), 105. https://doi.org/10.3390/fi17030105
Sang, V. M., Thanh, T. N. P., Gia, H. N., Nguyen Quoc, D., Long, K. L., & Yen, V. P. T. (2024). Impact of user-generated content in digital platforms on purchase intention. Cogent Business & Management, 11(1), 2414860. https://doi.org/10.1080/23311975.2024.2414860
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research. Psychology & Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640
Singh, N., Chakrabarti, N., & Tripathi, R. (2023). Factors determining fashion clothing interest and purchase intention: A study of Generation Z consumers in India. Fashion, Style & Popular Culture. https://doi.org/10.1386/fspc_00197_1
Singh, S., Shanker-Chaubey, D., & Raj, R. (2025). Social media communication, consumer attitude and purchase intention in lifestyle category products: A PLS-SEM modeling. Marketing Intelligence & Planning, 43(1), 95–112. https://doi.org/10.1108/MIP-11-2023-0626
Song, M. (2023). The impact of algorithmic product recommendation on consumers’ impulse purchase intention. Frontiers in Business, Economics and Management, 11(3), 107–111. https://doi.org/10.54097/fbem.v11i3.13197
Tiwari, S. K., Haque, M. A., Kirmani, M. D., & otros. (2025). How social media advertising influences sustainable purchase intentions in the digital age. Discover Sustainability, 6, 889. https://doi.org/10.1007/s43621-025-01820-7
Vera, E. R. I., Lino, E. V. A., Vera, C. E. M., & Quintero, F. Á. L. (2024). Marketing emocional en redes sociales: Cómo humanizar una conexión efectiva. Revista de Gestão, 18(12), e010629. https://doi.org/10.24857/rgsa.v18n12-220
Wojdyla, W., & Chi, T. (2024). Decoding the fashion quotient: An empirical study of key factors influencing U.S. Generation Z’s purchase intention toward fast fashion. Sustainability, 16(12), 5116. https://doi.org/10.3390/su16125116
Derechos de autor 2025 Steven Alexander Sánchez Rivas , Brandon Ariel Miñan Girón, Nancy Janneth Tapia-Espinoza
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
.png)
.png)
1.png)
