Redes sociales y marketing alimentario: una relación determinante en los hábitos de consumo de los estudiantes universitarios
DOI:
https://doi.org/10.29076/issn.2528-7737vol18iss49.2025pp62-81pPalabras clave:
Redes sociales, marketing alimentario, hábitos de consumo, publicidad digital, estudiantes universitariosResumen
Este estudio tiene como objetivo evaluar la relación entre la exposición a estrategias de marketing digital en redes sociales y los hábitos de consumo alimentario de los estudiantes universitarios. Se aplicaron encuestas estructuradas a 300 estudiantes de diversas facultades, utilizando un diseño correlacional y análisis estadísticos para medir la frecuencia de exposición a anuncios publicitarios en plataformas digitales y su influencia en la decisión de compra de productos alimenticios. Los resultados revelan que una mayor exposición a contenido publicitario, especialmente en Instagram, se asocia con un incremento significativo en la preferencia y consumo de alimentos procesados y ultraprocesados. Además, se identificó que las recomendaciones de influencers y el uso de narrativas visuales en marketing digital aumentan la fidelidad hacia ciertas marcas, reforzando la percepción de calidad a través de un branding y packaging atractivos. La accesibilidad a productos en entornos universitarios también desempeña un papel crucial en la frecuencia de consumo, subrayando la importancia de la proximidad en los puntos de venta. Estos hallazgos evidencian la necesidad de implementar estrategias de marketing responsable y programas educativos que promuevan hábitos alimenticios saludables, contribuyendo a la formulación de políticas que regulen la publicidad digital en el ámbito estudiantil
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