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.
A plane drawing of a graph is cylindrical if there exist two concentric circles that contain all the vertices of the graph, and no edge intersects (other than at its endpoints) any of these circles. The cylindrical crossing number of a graph G is the minimum number of crossings in a cylindrical drawing of G. In his influential survey on the variants of the definition of the crossing number of a graph, Schaefer lists the complexity of computing the cylindrical crossing number of a graph as an open question. In this paper we settle this by showing that this problem is NPcomplete. Moreover, we show an analogous result for the natural generalization of the cylindrical crossing number, namely the t-circle crossing number.
The development of brand loyalty plays an important factor in the development of marketing strategies due to the pivotal role that felt consumer loyalty holds in determining market success. From an analysis of the attitudinal, cognitive and behavioral dimension, determinants such as risk, quality and perceived price are recognized during the process of selection and purchase of consumer brands. The purpose of this article is to understand the role of consumer loyalty in relation to the purchase and consumption of brands within the modern channel through a review of the literature, in order to generate a reflective framework at the level of the retail sector.
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