Marketing digital e involucramiento del consumidor: evidencia empírica en el entorno empresarial contemporáneo
DOI:
https://doi.org/10.26867/se.2026.15.2.350Palabras clave:
Marketing digital, involucramiento del consumidor, inteligencia artificial, comportamiento del consumidor, co-creación de valorResumen
La investigación estudia la relación sentida entre las estrategias de marketing digital y el compromiso del
Consumidor en el mundo empresarial actual. El trabajo se centró en analizar el papel de la convergencia de las tecnologías y las mediaciones sociales en la construcción conjunta del valor y la lealtad en las plataformas digitales. Se utilizó un enfoque descriptivo cuantitativo con diseño no experimental y tipo transversal. Un cuestionario fue aplicado a una muestra no probabilística de 100 consumidores de interacción previa comprobada en el entorno digital. La verificación del instrumento fue por medio del juicio de expertos; además, tuvo una adecuada consistencia interna (alfa de Cronbach = 0,89). La recolección de datos se realizó con un Google Forms desde agosto de 2025 hasta enero de 2026. Los datos dan cuenta de que el 62,0 % de los encuestados señala que la inteligencia artificial y el aprendizaje automático favorecen la personalización predictiva; además, el 58,0 % señala que la credibilidad de los influenciadores virtuales incide en la intención de compra. El 58,0 % de respuestas estuvo categorizado como la etapa de descubrimiento del modelo de 5 A en el momento más relevante para formar lealtad. En conclusión, el email marketing puede tener como consecuencia el aumento del compromiso del consumidor y la facilidad en la compra. Sin embargo, por ser descriptivo, no se puede alcanzar causalidad; por ello, se aconseja no interpretar los resultados como causa-efecto y fortalecer la investigación futura con estadísticos inferenciales.
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