Identidad en escena: cultura pop, pertinencia y decisiones de compra
DOI:
https://doi.org/10.36517/contextus.2026.96724Palabras clave:
comportamiento del consumidor; comunidades digitales; engagement digital; identidade cultural; marketing.Resumen
Contextualización: Las decisiones de compra relacionadas con artículos vinculados a la cultura POP con frecuencia trascienden la lógica estrictamente funcional y se orientan por significados simbólicos, identificación con universos narrativos y vínculos afectivos.
Objetivo: Esta investigación analizó cómo el uso de las redes sociales (URS), la nostalgia (NOST), la formación de comunidad (FC) y el vínculo con la cultura POP (VCP) influyen en el comportamiento de compra (CC).
Método: Los datos fueron recolectados mediante un cuestionario en línea entre los meses de septiembre y diciembre de 2024. La muestra estuvo compuesta por 388 respondentes válidos. Para el análisis se empleó la Modelización de Ecuaciones Estructurales por Mínimos Cuadrados Parciales (PLS-SEM), utilizando como herramienta de apoyo el software SmartPLS 4.
Resultados: Los resultados indicaron que el uso de las redes sociales influye positivamente en la formación de comunidad y, especialmente, en el vínculo con la cultura POP. Este vínculo se destacó como el predictor más fuerte del comportamiento de compra. Además, se verificó que el uso de las redes sociales influye en el comportamiento de compra tanto de manera directa como indirectamente a través del vínculo con la cultura POP, mientras que la nostalgia mostró un efecto directo de menor magnitud y no sustentó efectos indirectos mediante la formación de comunidad o el vínculo con la cultura POP.
Conclusiones: Los hallazgos refuerzan la centralidad del vínculo con la cultura POP como un mecanismo explicativo del consumo en entornos digitales, evidenciando que el uso de las redes sociales contribuye a la compra principalmente cuando fortalece la identificación simbólica con dicho universo.
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