Recomendación y confianza en entornos digitales sostenibles
DOI:
https://doi.org/10.71112/gfrx0d72Palavras-chave:
marketing digital, comportamiento del consumidor, comunidades virtuales, credibilidad online, responsabilidad socialResumo
En los últimos años, las redes sociales han jugado un papel importante en la difusión de estrategias de marketing, lo que está afectando significativamente la decisión de comprar a los consumidores. En este estudio se analiza la relación entre la confianza y las recomendaciones sobre productos sostenibles en plataformas como Instagram y TikTok. Se empleó un diseño descriptivo, correlacional, no experimental y de enfoque cuantitativo, en el que se utilizó una encuesta en línea con el consentimiento informado a 1985 ciudadanos de Quito. En los resultados se muestra confianza en las recomendaciones digitales que afectan directamente la frecuencia de la compra principal, enfatizando la importancia de fortalecer las comunidades digitales.
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