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El papel de los medios tradicionales frente a los sociales en la intención de compra: un modelo de mediación

Ziyuan Wang¹, Arooj Azhar², Nabeel Rehman³

¹School of Marxism, Wenzhou Medical University, Wenzhou, Zhejiang, 325035.

Acta psychologica

|September 6, 2025

Resumen

Los medios tradicionales y sociales influyen en las intenciones de compra de moda al evocar la nostalgia y la credibilidad. Esto reduce el escepticismo de los consumidores, fortaleciendo las decisiones de compra, especialmente en los mercados emergentes.

Área de la Ciencia:

La comercialización
Comportamiento de los consumidores
Estudios de los medios de comunicación

Sus antecedentes:

La industria de la moda se enfrenta a una intensa competencia en un paisaje mediático saturado.
Comprender el papel de los medios de comunicación en la formación de las decisiones de los consumidores es crucial para los profesionales del marketing.

Objetivo del estudio:

Investigar cómo los medios tradicionales y sociales influyen en las intenciones de compra de moda.
Examinar las funciones mediadoras de la nostalgia, la credibilidad percibida y el conocimiento persuasivo.
Para probar la influencia de los endosos de celebridades en diferentes tipos de medios.

Principales métodos:

Utilizó el modelo de probabilidad de elaboración (ELM) como marco teórico.
Datos de encuestas recopilados de consumidores conscientes de la moda en Pakistán.
Modelado de ecuaciones estructurales para el análisis de datos.

Principales resultados:

Tanto los medios tradicionales como los sociales evocan efectivamente la nostalgia y aumentan la credibilidad percibida.
La nostalgia y la credibilidad reducen el conocimiento de la persuasión, lo que lleva a intenciones de compra más fuertes.
Los endosos de celebridades amplifican la nostalgia en los medios tradicionales pero no en las redes sociales.

Conclusiones:

Los hallazgos amplían el Modelo de Probabilidad de Elaboración al revelar vías de persuasión específicas de los medios.
Destaca la importancia del atractivo emocional (nostalgia) y la credibilidad en las estrategias de marketing.
Ofrece información práctica para los vendedores que se dirigen a los mercados emergentes.

Palabras clave:

El respaldo de las celebridades Conocimiento de la persuasión del consumidor La nostalgia Intención de compra Exposición en las redes sociales Exposición a los medios tradicionales

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