From interaction to intention: modeling the impact of social media engagement on the decision to purchase personalized services
DOI:
https://doi.org/10.5281/zenodo.16916476Keywords:
social media, purchasing behavior, personalized servicesAbstract
The objective of this research was to analyze the impact of social media on consumer purchasing behavior in personalized services, considering the moderation of sociodemographic factors. The methodology adopted a quantitative approach with predictive causal modeling, based on a sample of 520 users, from which 482 valid responses were obtained. Data was collected using a 22-question survey, analyzed using structural equation modeling (PLS-SEM). The results show that strategies focused on personalized interaction and digital word of mouth significantly influence purchasing behavior. Likewise, it was identified that interaction on digital platforms favors consumption trends, moderated by sociodemographic factors. In conclusion, social media, when designed with a strategic marketing approach and a user-centered focus, are consolidated as an essential pillar for the sustainable growth of personalized services.
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