Impacto del patrocinio de celebridades deportivas en la intención de compra
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Esta investigación pretende estudiar el respaldo de famosos en el contexto de las redes sociales cuando lo hacen celebridades del deporte y su influencia en la intención de compra. Se han estudiado cuatro dimensiones: el boca a boca, la imagen de marca, la confianza en la marca y la actitud hacia la marca. Relacionando estas variables, pretendemos responder a las siguientes preguntas: ¿Se verán influidos los consumidores por una celebridad deportiva a la que admiran para comprar un producto/servicio de una marca que apoyan? ¿Se valorarán los componentes de la marca como consecuencia del respaldo de la celebridad? Mediante un cuestionario compartido en las redes sociales, se han obtenido 303 respuestas válidas. Nuestro análisis estadístico ha utilizado un modelo de ecuaciones estructurales y los resultados se han analizado mediante el software SmartPLS, que ha confirmado todos los supuestos del modelo. Por lo tanto, el respaldo de famosos influye en la imagen de marca, el boca a boca, la actitud hacia la marca y la confianza en la marca. Además, afecta directamente a la intención de compra. La eficacia del apoyo de famosos se ha comprobado en el contexto de las redes sociales, por lo que esta investigación puede ayudar a los profesionales del marketing a comprender la importancia de utilizar a famosos del deporte para promocionar marcas. A partir de los resultados de la investigación, se han identificado implicaciones para las marcas.
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