Los youtubers, nuevos líderes de opinión y su influencia en la decisión de compra en las jóvenes mexicanas

[Resumen] Con el propósito de conocer la influencia que tienen los nuevos líderes de opinión denominados youtubers en sus seguidoras al momento de decidir la compra tomando como ejemplo el sector de productos de belleza; se realizó un estudio cualitativo basado en el análisis de contenido a través del programa de análisis de datos cualitativos Atlas.ti (versión7.0). de los videos transmitidos durante marzo de 2018 a las 3 principales youtubers mexicanas que promocionan productos de belleza, saber cuáles son las marcas que se mencionaban, cuantas veces y que era lo que se decía de ellas, para posteriormente indagar en los comentarios y reacciones de sus suscriptores, si esas marcas habían sido adquiridas por ellas. Los resultados muestran la alta influencia que ejercen en sus seguidoras para que éstas realicen la compra del producto, esta influencia radica en el posicionamiento que tienen como líderes de opinión debido a que las ven como un punto de referencia confiable y sincero, se sienten en cercanía con ellas y generan un vínculo, que les permiten reaccionar a sus videos por medio de los comentarios, creando una lealtad que influye en la compra de los productos que anuncian[Abstract] With the purpose of knowing the influence of the new opinion leaders called on their followers youtubers when deciding the purchase taking as an example the sector of beauty products; a qualitative study was conducted based on the analysis of content through the data analysis program Atlas.ti qualitative (version7.0). of the videos transmitted during March 2018 to the main Mexican 3 youtubers who promote beauty products, know what are the brands mentioned, how many times and what was said of them, then delve into the comments and reactions of its subscribers, if those marks had been acquired by them. The results show the high level of influence in its followers to make the purchase of the product, this influence lies in the positioning that have as opinion leaders because they see them as a point of reference reliable and sincere, they feel in proximity to them and generate a link, that allow them to react to your videos through the comments, creating a loyalty that influences the purchase of the products they advertis

LA MERCADOTECNIA EN LAS FESTIVIDADES RELIGIOSAS CASO: NIÑOPA, XOCHIMILCO, MÉXICO

Con el objetivo de conocer la importancia mercadológica que tienen las festividades religiosas en la derrama económica de los habitantes de una localidad, así como el impacto social y cultural de las mismas se realizó un estudio cualitativo, etnográfico y descriptivo de la celebración de la festividad del Niñopa que se realiza en Xochimilco, municipio de la Ciudad de México, México; esta celebración es la más importante de la localidad y parte importante de la cultura y tradición mexicana; Como resultado se encontró que la mercadotecnia está presente de manera empírica en cada una de las acciones que se realizan en esta importante festividad religiosa, resultando un atractivo turístico que genera una fuente significativa de recursos económicos para el luga

Editorial

En este número de edición especial FACE ofrece una selección de trabajos de investigación que fueron presentados en el V Encuentro Nacional y III Encuentro Internacional de profesores en mercadotecnia; dicho encuentro se llevó a cabo en la Facultad de Contaduría y Administración de la Universidad Nacional Autónoma de México, el evento contó con la participación de los miembros de la Red Internacional de Investigadores en Marketing. Los trabajos presentados en esta edición, muestran la problemática del desempeño empresarial en área del marketing o mercade

PERCEPCIÓN DEL ROL QUE DESEMPEÑAN LAS MUJERES EN PUESTOS A NIVEL DIRECTIVO DEL MERCADO LABORAL

Today, the role played by women occupying managerial positions in the workplace is limited by the existence of gender discrimination. Under this premise, and in order to know the perception of the activity of the female sex in this area, was conducted this descriptive study through a questionnaire to 1240 graduates professionals (as) of the Faculty Accounting and Administration of the National University of Mexico (UNAM). The results suggest changes in paradigm shift in terms of employment preference for males

CONTRIBUCIÓN DE LA MERCADOTECNIA EN LA UTILIZACIÓN DEL SMARTPHONE PARA VIDEOJUEGOS, CONVIRTIÉNDOLA EN UNA POSIBLE ADICCIÓN EN LOS JÓVENES

Currently young people are increasing the activities they perform in their Smartphone, making it an important part in their lives; one of these activities is dedicated to video games. One exploratory research was conducted on 883 young people in order to know whether marketing efforts have led to the use of video games on Smartphone generating in them a possible addictive behavior. We found that men have more addictive than women and they are the most affected by marketing efforts made by companies to increase consumption of various products; in addition to the ones related to video game

COMPARISON OF GENDER IN THE PERCEPTION OF THE IMAGE AND ITS RELATIONSHIP WITH THE BRAND POSITIONING

The brand exposure in graphic communication, require seconds to transmit the message that persuade the consumer to make the purchase, hence finding appropriate images is an important aspect for marketing managers.The images themselves convey emotion and the perception of them may be altered by the brand positioning.The way images are perceived may differ by gender; and also, the perception that people have of a brand can impact differently on each of them. In this experimental study, the main objective is to examine the relationship between the effects of brand image exposure to affective visual stimuli, differentiated by gender. 274 students (19 years old) from the Management School of the National University of Mexico participated in this study. 60 photos from the IAPS (International Affective Picture System) representing different emotional loads were used, each of them was embedded with a well-recognized and positioned brand in the market taken from the list of BrandZ, and Millward Brown top 100 (2010). The images were evaluated by a Likert scale with nine intervals. The results obtained suggest that the effect of the picture is different in each gender and this effect is modified by the impact of brand positioning on men and women differently. The results will have specific knowledge about the differential impressions of an image and the perception of the brand, so that marketing managers may have a greater impact on attention and memory in the design of their graphic campaigns

EL RECUERDO DE LA MARCA EN LA EXPOSICIÓN DE IMÁGENES AFECTIVAS

In graphic communication, persuasion is through the values of a brand concept, which involves the combination of a sharp image with the stimulation of human emotions. The images themselves generate an emotion.The model bioinformational International Affective Picture System (IAPS), analyzed, normalized and standardized emotional over 1200 images on a psychological context. However, in marketing these images have not been studied, which are the most suitable images to be associated with the product and so choose suitable for the product is perceived by the target market.This research seeks to measure the memory of the brand exposure to affective pictures as a slide show presented in the IAPS (International Affective Picture System), through an experimental study based on the model of Peter Lang bioinformational where 60 images were analyzed by the International Affective Picture System (IAPs) highly emotional load: 20 positive and 20 negative images, additionally, 20 images were analyzed emotional uncharged or neutral, to each of which are inserted and positioned a recognized brand on the market, taken from the list of BrandZ top 100 of Millward Brown, 2010 to be evaluated by 300 students of the 5th semester BA from the School of Accounting and Administration of the National University of Mexico, using a sheet assessment to write down the ten images that recalled and what was the brand image showing.With the result we obtained data that may be useful in the field of marketing for the development of graphic communication strategies that will allow entrepreneurs have a greater impact on attention, recall and purchase in the design of visual communication campaigns

PERCEPCIÓN DEL ROL QUE DESEMPEÑAN LAS MUJERES EN PUESTOS A NIVEL DIRECTIVO DEL MERCADO LABORAL

Today, the role played by women occupying managerial positions in the workplace is limited by the existence of gender discrimination. Under this premise, and in order to know the perception of the activity of the female sex in this area, was conducted this descriptive study through a questionnaire to 1240 graduates professionals (as) of the Faculty Accounting and Administration of the National University of Mexico (UNAM). The results suggest changes in paradigm shift in terms of employment preference for males

Editorial

El Encuentro de internacional de investigadores en mercadotecnia se inició en el año 2004, en la Faculta de Contaduría y Administración de la Universidad Nacional Autónoma de México – UNAM, el cual ha tenido como objetivo, conocer, difundir y enriquecer, el trabajo académico y de investigación de os catedráticos e investigadores que imparten su conocimiento y experiencia en el área de mercadotecnia, marketing o mercadeo en las instituciones de educación superior