Actitud homofilia hacia los influencers e intención de compra: el efecto mediador de la confiabilidad
Palabras clave:
Actitud homofilia, Influencer, mediaciónResumen
Los influencers de las redes sociales moldean actitudes que involucran a sus seguidores a través de una conexión homofílica por lo que las empresas recurren al influencer con el propósito de promover sus marcas. El objetivo del estudio es conocer el efecto mediador de la confiabilidad entre la actitud homofilia hacia los influencers y la intención de compra de productos y servicios. La muestra fue de 132 estudiantes centennials de una universidad privada del sur de Tamaulipas. Se realizó un estudio de fiabilidad de los resultados por medio de un Análisis Factorial Exploratorio (AFE) con rotación varimax, posteriormente se ejecutó el modelo de regresión con mediación para prueba de hipótesis. Los resultados del modelo de mediación indican la significancia del modelo y el efecto positivo por parte de la variable de actitud de homofilia hacia el influencer.
El modelo propuesto comprueba que existe un efecto mediador positivo y significativo por medio de la confiabilidad entre la actitud homofilia y la intención de compra. La actitud homofilia percibida entre el influencer y la audiencia puede aumentar la confianza, la identificación y la intención de compra. Esto demuestra el peso catalizador de la confiabilidad generada por el influencer en las nuevas generaciones.
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