Influencia del Marketing Social en el Comportamiento de Compra de los Consumidores Millennials

Carlos Nunez; Irma Marcela MartÃ­nez Escareno; MarÃ­a Fernanda Casillas Rancurello; AngÃ©lica Dayana Gonzalez Galindo; Andrea Elizabeth Aguilera Valdez

Influencia del Marketing Social en el Comportamiento de Compra de los Consumidores Millennials

Carlos Nunez *

Contact

Irma Marcela MartÃnez Escareno

Contact

MarÃa Fernanda Casillas Rancurello

Contact

AngÃ©lica Dayana Gonzalez Galindo

Contact

Andrea Elizabeth Aguilera Valdez

Contact

Influencia del Marketing Social en el Comportamiento de Compra de los Consumidores Millennials

Article Fingerprint

ReserarchID

MBR5JE01

Influencia del Marketing Social en el Comportamiento de Compra de los Consumidores Millennials Banner

AI TAKEAWAY

Connecting with the Eternal Ground

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.

References

46 Cites in Article

Reference Format

David Aaker (1996). Measuring Brand Equity Across Products and Markets.
Alan Andreasen (2004). A Social Marketing Approach to Changing Mental Health Practices Directed at Youth and Adolescents.
F Baier (2016). Are Millennials as different as perception says?.
M Bloor,F Wood (2006). Keywords in Qualitative Methods: A Vocabulary of Research Methods.
P Bloom,P Hussein,L Szykman (1997). The benefits of corporate social marketing initiatives.
Lawrence Erlbaum,Associates Bowen,H (2013). University of IowaFaculty Connections: Social Responsibilities of the Businessman.
Tania Bucic,Jennifer Harris,Denni Arli (2012). Ethical Consumers Among the Millennials: A Cross-National Study.
Arno De Klerk (2007). Environmentally friendly refining: Fischer–Tropsch versus crude oil.
D Carson (2001). Qualitative Marketing Research.
Cemex (2017). La fisioterapia y las manos:.
Cinépolis (2017). Fundación Cinépolis.
Sally Dibb (2014). Up, up and away: social marketing breaks free.
Franz‐rudolf Esch,Tobias Langner,Bernd Schmitt,Patrick Geus (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases.
(2015). Millennials: Impact of their Behaviour on Global Consumer Markets. Recuperado el 7 de marzo de 2017 de Euromonitor Passport database.
(2016). Recuperado el 6 de marzo de 2017 de Euromonitor Passport database.
John Juricek (2017). Euromonitor Passport.
Elisabet Garriga,Domènec Melé (2004). Corporate Social Responsibility Theories: Mapping the Territory.
Barney Glaser,Anselm Strauss (1967). The Discovery of Grounded Theory.
Todd Green,John Peloza (2011). How does corporate social responsibility create value for consumers?.
Todd Green,John Peloza (2011). How does corporate social responsibility create value for consumers?.
G Hastings (2007). Social marketing: Why should the devil have all the best tunes.
M Hood (2012). Commentary: The Next Generation of Computing Has Arrived.
M Imms (2002). Introduction to Qualitative Market Research.
Y Inoue,A Kent (2013). A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior.
K Karunakaran (2007). Marketing Management.
P Kotler,N Roberto,N Lee (2002). Social Marketing, Improving The Quality of Life.
P Kotler,N Lee (2005). Best of breed: When it comes to gaining a market edge while supporting a social cause, corporate social marketing leads the pack.
Warren Kuhfeld,Randall Tobias,Mark Garratt (1994). Efficient Experimental Design with Marketing Research Applications.
F Madrigal,F Ávila,S Madrigal (1918). The Adoption of the Green Marketing Generation.
Javier Hernández Morales,Pedro Morales,David Pérez Arenas,Jesús Condés (2008). Procesos y momentos de la investigación en los posgrados en educación.
P Marquina,E &reficco (2014). Artículo: Impacto de la responsabilidad social empresarial en el comportamiento de compra y disposición a pagar de consumidores bogotanos.
L Mohr,D Webb,K Harris (2001). Do Consumers Expect Companies to Be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior.
J Morse (1994). Designing funded qualitative research.
P Muralidharan,C Madhavi,S &ramanan (2013). Impact of CSR initiatives on consumer behavior.
Keith Murray,Christine Vogel (1997). Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts.
Ram Nidumolu,C Prahalad,M Rangaswami (2009). Why sustainability is now the key driver of innovation.
L Portales,C García De La Torre (2009). Evolución y alcances del concepto de responsabilidad social1.
J Prochaska,C Diclemente (1982). Trans theoretical therapy: Toward a more integrative model of change.
Bala Ramasamy,Mathew Yeung (2009). Chinese Consumers’ Perception of Corporate Social Responsibility (CSR).
Lynette Ryals,Hugh Wilson (2005). Experimental Methods in Market Research: From Information to Insight.
Soriana (2017). Mercado Soriana Uniendo Corazones.
Shwu-Ing & Hsin-Feng (2014). The Correlation of CSR and Consumer Behavior: A Study of Convenience Store.
Katherine Smith,Tracy Brower (2012). Longitudinal study of green marketing strategies that influence Millennials.
Toms (2017). Improving Lives Together in Bangladesh.
L Vermillion,J Peart (2010). Green marketing: making sense of the situation.
Xignux (2016). Fundación Xignux.

Download References

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Carlos Nunez, Irma Escareno, MarÃa Rancurello, AngÃ©lica Galindo, Andrea Valdez. 2020. "Influencia del Marketing Social en el Comportamiento de Compra de los Consumidores Millennials". Global Journal of Management and Business Research, Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 20 (GJMBR Volume 20 Issue E4).

More Citation Formats

Select Citation Style:

Download Citation

GJMBR Volume 20 Issue E4

Explore Journals Explore Volume Read This Issue

Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

Not Found

Classification

GJMBR-E Classification JEL Code: M31

Submission ReceivedDecember 14, 2019
Peer Review Double Blind
Handling Editor
Accepted January 4, 2020
Published January 15, 2020

Version of record

v1.2

Issue date

August 22, 2020

Language

Spanish

Experiance in AR

Explore published articles in an immersive Augmented Reality environment. Our platform converts research papers into interactive 3D books, allowing readers to view and interact with content using AR and VR compatible devices.

View in VR

Read in 3D

Your published article is automatically converted into a realistic 3D book. Flip through pages and read research papers in a more engaging and interactive format.

View in 3D

Article Matrices

Total Score: 152

Country: Mexico

Subject: Global Journal of Management and Business Research

Authors: Carlos Nunez, Irma Marcela Martínez Escareno, María Fernanda Casillas Rancurello, Angélica Dayana Gonzalez Galindo, Andrea Elizabeth Aguilera Valdez (PhD/Dr. count: 0)

View Count (all-time): 324

Total Views (Real + Logic): 1009

Total Downloads (simulated): 49

Publish Date: 2020 01, Wed

Monthly Totals (Real + Logic):

Month 1: 55 views
Month 2: 43 views
Month 3: 60 views
Month 4: 39 views
Month 5: 30 views
Month 6: 39 views
Month 7: 16 views
Month 8: 42 views
Month 9: 23 views
Month 10: 50 views
Month 11: 30 views
Month 12: 17 views
Month 13: 31 views
Month 14: 34 views
Month 15: 30 views
Month 16: 40 views
Month 17: 18 views
Month 18: 22 views
Month 19: 35 views
Month 20: 20 views
Month 21: 36 views
Month 22: 30 views
Month 23: 34 views
Month 24: 35 views
Month 25: 29 views
Month 26: 20 views
Month 27: 29 views
Month 28: 30 views
Month 29: 31 views
Month 30: 27 views
Month 31: 38 views
Month 32: 40 views
Month 33: 33 views
Month 34: 31 views
Month 35: 43 views
Month 36: 18 views
Month 37: 26 views
Month 38: 19 views
Month 39: 39 views
Month 40: 39 views
Month 41: 36 views
Month 42: 37 views
Month 43: 34 views
Month 44: 40 views
Month 45: 29 views
Month 46: 40 views
Month 47: 19 views
Month 48: 14 views
Month 49: 30 views
Month 50: 45 views
Month 51: 43 views
Month 52: 25 views
Month 53: 22 views
Month 54: 35 views
Month 55: 43 views
Month 56: 30 views
Month 57: 28 views
Month 58: 35 views
Month 59: 39 views
Month 60: 29 views
Month 61: 34 views
Month 62: 34 views
Month 63: 43 views
Month 64: 27 views
Month 65: 32 views
Month 66: 50 views
Month 67: 52 views
Month 68: 62 views
Month 69: 26 views
Month 70: 22 views
Month 71: 18 views
Month 72: 45 views
Month 73: 22 views
Month 74: 41 views
Month 75: 25 views
Month 76: 21 views
Month 77: 31 views
Month 78: 52 views
Month 79: 53 views
Month 80: 37 views

Total Views: 1K

Total Downloads: 49

All Trends