Impact of influencers on consumer behaviour
Social impacts of a project
The diffusion of innovations is a relevant topic in the consumer behavior literature. In marketing, two perspectives characterize most of the studies conducted on this subject: an aggregate perspective and an individual perspective. Analytical and empirical models to describe the diffusion of an innovation have covered the market in aggregate, with little attention to individual adoption models. This paper attempts to review these adoption models in the ICT domain.
The diffusion of innovations is an important topic in the literature on consumer behavior. In marketing, two perspectives characterize most of the work on this topic: the aggregate market perspective and the individual-level perspective. The analytical and empirical models for describing and forecasting the diffusion of an innovation have addressed the market in the aggregate, with little attention to the micro-level that characterizes the adoption decision. This paper seeks to review these models of adoption in the field of IT.
What is the influence of personality on consumer behavior?
The marketing stream that studies consumer behavior has shown that personality traits are what determine the final purchase decision. These personality traits are created from a person's beliefs, emotional patterns, experiences and memories throughout his or her life.
How do social factors influence consumer behavior?
Social factors
- Family members such as spouse, children and parents can exert a strong influence on consumer buying behavior. - Group membership can also exert pressure and become an important factor determining a consumer's purchasing choices.
What are the factors that influence the consumer?
Consumer behavior is the study of the processes involved when individuals or groups choose, purchase and consume products or services to satisfy their wants or needs. A consumer's buying behavior is influenced by cultural, social, personal and psychological factors.
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Preguntas para medir el impacto social
El estudio del comportamiento del consumidor no es el resultado de las particularidades que presenta. Las actividades que realizan las personas y los procesos que se ponen en marcha cuando actúan como consumidores son una simple manifestación del comportamiento como seres humanos. Este comportamiento es, en principio, complejo, ya que en él influye un gran número de factores, tanto internos como externos, y sobre los que se tiene un conocimiento limitado y fragmentario. La investigación analiza las perspectivas teóricas de los factores que influyen en los consumidores para la elección de un producto, la relación que existe y las diversas conceptualizaciones, facilitando la determinación de las estrategias de marketing de las pequeñas y medianas empresas (PYME). La formulación de una estrategia de mercado implica determinar con precisión los segmentos de mercado que dirigen sus esfuerzos; estos segmentos se diferencian de acuerdo a sus necesidades y deseos, lo que permite a las PYME reconocer la importancia de orientar todo su trabajo en aquellos segmentos del mercado que pueden interactuar con un punto de vista competitivo, que se desarrolla posteriormente, una estrategia para cada mercado objetivo.
