Internacionalización y comportamiento de consumo en videos musicales género reggaetón en los jóvenes 2019
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Fecha
2020-05
Autores
Meza Álvarez, Esmeralda Lucia
Dorado Ospino, Laura Valentina
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
En este trabajo de investigación se buscó determinar la internacionalización y el comportamiento de consumo en videos musicales género reguetón en los jóvenes. Para lo cual se recurrió a la metodología con enfoque cualitativo de tipo exploratorio. Cómo herramienta de recolección de datos se utilizó el método documental y clasificación de videos a través de la plataforma YouTube. Obteniéndose como resultado que los videos musicales de reguetón más visualizados a nivel internacional fueron: con calma, con altura, china, no me conoces y la tusa. Mientras que los factores que inciden en el comportamiento de consumo de dichos videos en los jóvenes según Kotler et ál (2012) son la cultura, la sociedad, la personalidad y la psicología. Además que existe una gran relación entre la internacionalización y el comportamiento de consumo, partiendo de que gracias al gran interés de los jóvenes por consumir este tipo de videos, el género ha logrado traspasar las fronteras e internacionalizarse. En conclusión la internacionalización ha permitido que este género se expanda y crezca de forma competitiva por el gran atractivo que los jóvenes ven en este y que hace que su comportamiento de consumo esté ligado al entorno en el que se desarrollan.
This research work sought to determine the internationalization and consumer behavior in reggaeton music videos among young people. For this purpose, we used a qualitative exploratory approach. The documentary method and video classification through the YouTube platform was used as a data collection tool. As a result, the most viewed reggaeton music videos at the international level were: calm, high, Chinese, you don't know me and the tusa. While the factors that influence the consumption behavior of such videos in young people according to Kotler et al (2012) are culture, society, personality and psychology. Moreover, there is a strong relationship between internationalization and consumer behavior, since thanks to the great interest of young people in consuming this type of video, the genre has managed to cross borders and become international. In conclusion, internationalization has allowed this genre to expand and grow competitively because of the great attraction that young people see in it and that makes their consumer behavior is linked to the environment in which they develop.
This research work sought to determine the internationalization and consumer behavior in reggaeton music videos among young people. For this purpose, we used a qualitative exploratory approach. The documentary method and video classification through the YouTube platform was used as a data collection tool. As a result, the most viewed reggaeton music videos at the international level were: calm, high, Chinese, you don't know me and the tusa. While the factors that influence the consumption behavior of such videos in young people according to Kotler et al (2012) are culture, society, personality and psychology. Moreover, there is a strong relationship between internationalization and consumer behavior, since thanks to the great interest of young people in consuming this type of video, the genre has managed to cross borders and become international. In conclusion, internationalization has allowed this genre to expand and grow competitively because of the great attraction that young people see in it and that makes their consumer behavior is linked to the environment in which they develop.
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Internacionalización, Comportamiento de consumo, Videos, Reguetón, Jóvenes, Internationalization, Consumption behavior, Youth