Sentirse en forma y tener buen aspecto: El impacto del materialismo, la aprobación de los compañeros y el atractivo sexual en las percepciones de los consumidores jóvenes hacia la publicidad de los gimnasios
Resumen
Este trabajo aborda las percepciones y el comportamiento en el mercado de los jóvenes consumidores malayos a través de la publicidad de consumo aspiracional y de estilo de vida. El objetivo es estudiar el impacto de la publicidad aspiracional en el materialismo, la aprobación de los compañeros, el atractivo sexual y la imagen corporal. La revisión de la literatura utiliza teorías de marketing y sociales, mientras que los atractivos de la publicidad emocional se discutirán a través de un análisis de caso que examina cómo los anuncios de fitness de Malasia en los medios digitales y sociales impactan en las actitudes de los jóvenes hacia la apariencia física y a través de la captura de experiencias emocionales y su asociación con los valores materialistas, la aprobación de los compañeros y la imagen de sí mismo. Los resultados presentan una perspectiva cultural en la comprensión de las normas actuales de la toma de decisiones éticas y qué factores son relevantes como aspectos del estilo de vida de las opciones éticas y la toma de decisiones para las marcas de fitness entre los segmentos de mercado de los consumidores jóvenes. Se descubrió que la publicidad aspiracional de las marcas de fitness en Malasia está diseñada para crear la percepción de que las elecciones de consumo personal representan valores como la aprobación social y de los compañeros, con menos énfasis en los valores materialistas y la imagen corporal. Esto demuestra que la publicidad puede influir en algunos aspectos de las elecciones de consumo materialista y aspiracional, pero la presión de los compañeros y los valores culturales tienen fuertes implicaciones en el comportamiento de consumo de los jóvenes. Se sugieren algunas recomendaciones prácticas para que los profesionales del marketing y los investigadores del comportamiento del consumidor inviertan en optimizar el poder del marketing y la publicidad en las redes sociales.
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Derechos de autor 2022 Stephen T.F. Poon
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-SinObrasDerivadas 4.0.
