Dimensiones Culturales como factores determinantes en la eficacia del Marketing de Influencia
Palabras clave:
marketing, CulturaResumen
Este estudio investiga la influencia de las Dimensiones Culturales de Hofstede en la eficacia del Marketing de Influencia. Utilizando una metodología cuantitativa, aplicamos una encuesta a 319 jóvenes usuarios de redes sociales (de 18 a 28 años) para medir sus respuestas a las Dimensiones Culturales y su comportamiento de compra influenciado por influenciadores digitales. El análisis mostró que, con el Compromiso del consumidor como variable mediadora, las dimensiones de Indulgencia, Evasión de la Incertidumbre y Orientación a Largo Plazo tienen un impacto significativo en el nivel de Compromiso de los consumidores, que, a su vez, afecta la eficacia del Marketing de Influencia. Concluimos que el Compromiso del consumidor es crucial para entender cómo las Dimensiones Culturales influyen en la eficacia del Marketing de Influencia, sugiriendo que tales estrategias deben ser adaptadas a las características culturales del público objetivo.
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Derechos de autor 2025 Beatriz Satcheki Skowronski, Maria Isabel de Abreu Pereira, Thais Lima Canuto, Vinicius Tognozzi Fabri, Rafael Laitano Lionello
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).
