ABSTRACT
Resumen En la actualidad, la salud, el bienestar y la estética son relevantes para los consumidores y se ven inmersos en la publicidad a través de las redes sociales. El presente estudio tiene como objetivo determinar la relación entre los anuncios publicitarios vistos a través de redes sociales, la respuesta emocional y la intención de compra de bebidas lácteas funcionales en jóvenes universitarios entre 18 y 35 años de la ciudad de Bogotá, Colombia. La metodología es de tipo cuantitativo, a través de un diseño cuasiexperimental de un grupo control, con medición pretest/postest, a partir de la aplicación de una escala de actitudes y de la toma de registros de electromiografía para las variaciones en la respuesta emocional, tomando como variable independiente los anuncios publicitarios vistos en las redes sociales Instagram y Facebook. Los resultados confirman la relación entre el contenido del anuncio publicitario y la intención de compra de bebidas lácteas funcionales. Se identifican dos tipos de consumidores, aquellos que basan sus decisiones de consumo en argumentos médicos y científicos, y los influenciados por las redes sociales, con premisas fundamentadas desde lo intuitivo, en el poder que ejercen los grupos de seguidores, el número de likes y la influencia de la tecnología.
Abstract Currently, health, wellness and aesthetics are relevant for consumers and are immersed in advertising through social networks. With regard to food and especially the consumption of functional milk drinks, advertising has specialized in transmitting a series of messages providing nutritional benefits of these products to improve the quality of physical and mental life in consumers, mainly acting as an adjuvant in digestive, immune, and cardiovascular systems. In correspondence with the above, the advertising of the registered trademarks of these beverages, supported by social networks such as Facebook and Instagram, is immersed in a set of dualities associated with self-gratification and pleasure for the functional food consumed; and, on the other hand, in the formation of premises and subjective beliefs, associated with feelings of guilt and displacement against the excessive consumption of calories and fats that are normally stipulated by medical societies and the same market, to encourage the consumption of these drinks. The purpose of this study is to determine the relationship between the advertisements seen through social networks, the emotional response and the intention of purchase of functional milk drinks in university students between the ages of 18 and 35 in the city of Bogotá, Colombia. The methodology was quantitative, through a quasi-experimental design of a control group, with young students participating from a private university in Bogotá, with pre and post-test measurement, based on the application of an attitude scale, who asked about beliefs and attitudes oriented to the properties of functional milk drinks, knowledge and associated buying and consumption behaviors. Electromyography records were taken, with the support of the biofeedback software, to verify the variations in the emotional response, taking as an independent variable the ads seen in the social networks of Instagram and Facebook. The analysis of the results was carried out through the Functional Data Analysis for the understanding of the behavior of the electromyographic signals and the registered emotional variations, and the Confirmatory Factor Analysis, to establish the relationships between the purchase intention and the announcements in the networks social, with support of statistical software R 3.5.3. The results confirm the influence that the ads seen on social networks have on the variations in the emotional response of the consumer of functional milk drinks. These results are consistent with the technical and empirical postulates that pose the role of facial expression of emotions as an indicator of adaptation to environmental conditions and the demands of the digital medium. With reference to the content of the public announcement as a determining factor in the intention to buy functional milk drinks, two types of consumers were identified, those who base their consumption decisions based on medical and scientific premises, and consumers influenced by social networks. The arguments are based on the intuitive, the power exerted by the groups of followers, the number of likes and the influence of technology. From this point of view, the planned action of the behaviors involved in the purchase intention is influenced by social networks and the information exposed through them, configuring normative beliefs and motivational aspects with a representative nutritional hedonic value.