Influencia de la publicidad en Meta Business Manager sobre el comportamiento de compra online de productos de moda en mujeres universitarias de 25 a 35 años en Barranquilla
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Fecha
2025
Autores
Salcedo Carmona, Carmen Fide
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente trabajo de investigación tiene como objetivo analizar la influencia de la
publicidad en Meta Business Manager sobre el comportamiento de compra online
de productos de moda en mujeres universitarias de 25 a 35 años en la ciudad de
Barranquilla. En un contexto donde las plataformas digitales han transformado la
manera en que las marcas se comunican con sus públicos, Meta (a través de
Facebook e Instagram) ofrece herramientas de segmentación avanzada que
permiten diseñar campañas dirigidas a audiencias específicas. Sin embargo, no
siempre estas campañas se traducen en ventas efectivas, lo que plantea
interrogantes sobre los factores que inciden en la conversión de la publicidad digital
en acciones concretas de compra.
La investigación adopta un enfoque cualitativo de tipo documental, sustentado en la
revisión de literatura académica, informes de organismos oficiales y estudios
recientes sobre comercio electrónico, comportamiento del consumidor digital y
publicidad en redes sociales. Se delimita al análisis de mujeres universitarias
residentes en Barranquilla, debido a su alta exposición a redes sociales y su
participación activa en entornos digitales relacionados con la moda.
Entre los principales hallazgos del estudio se destaca que la publicidad en Meta
influye significativamente en la decisión de compra, especialmente cuando combina
elementos visuales aspiracionales, personalización del contenido y validación
social. Factores como la confianza en la plataforma de pago, la calidad de la
experiencia de usuario en la tienda online y la interacción con la marca son
determinantes para que las consumidoras completen la compra. Asimismo, se
evidencia que las decisiones no siempre responden a criterios racionales, sino que
están mediadas por emociones, percepciones y el entorno social digital.
El trabajo concluye que para lograr una conversión efectiva, las marcas deben
integrar sus esfuerzos publicitarios con una experiencia digital coherente y segura.
La publicidad en redes sociales no puede entenderse de manera aislada, sino como
parte de un ecosistema que incluye desde el anuncio hasta la postventa. En este
sentido, se recomienda a las marcas del sector moda que operan en el entorno
digital optimizar sus estrategias de segmentación, reforzar los elementos de
confianza y facilitar la navegación para mejorar la tasa de conversión.
Esta investigación contribuye tanto al campo académico como al empresarial, al
ofrecer un análisis actualizado del impacto de la publicidad digital sobre el
comportamiento de compra en un segmento de consumidoras clave. Además,
brinda lineamientos prácticos para que las marcas fortalezcan sus estrategias en un
mercado digital cada vez más competitivo y exigente.
The present research aims to analyze the influence of advertising on Meta Business Manager on the online purchasing behavior of fashion products among university women aged 25 to 35 in the city of Barranquilla. In a context where digital platforms have transformed the way brands communicate with their audiences, Meta (through Facebook and Instagram) offers advanced segmentation tools that allow campaigns to be designed for specific audiences. However, these campaigns do not always translate into effective sales, raising questions about the factors that impact the conversion of digital advertising into concrete purchasing actions. The research adopts a qualitative, documentary approach, supported by a review of academic literature, official reports, and recent studies on e-commerce, digital consumer behavior, and social media advertising. It is delimited to the analysis of university women residing in Barranquilla, due to their high exposure to social networks and active participation in digital environments related to fashion. Among the main findings of the study is that advertising on Meta significantly influences purchasing decisions, especially when it combines aspirational visual elements, content personalization, and social validation. Factors such as trust in the payment platform, quality of the user experience on the online store, and interaction with the brand are key determinants for consumers to complete their purchases. Likewise, it is evident that decisions do not always respond to rational criteria but are mediated by emotions, perceptions, and the digital social environment. The study concludes that to achieve effective conversion, brands must integrate their advertising efforts with a coherent and secure digital experience. Advertising on social media cannot be understood in isolation but as part of an ecosystem that includes everything from the advertisement to after-sales service. In this regard, it is recommended that fashion brands operating in the digital environment optimize their segmentation strategies, strengthen trust elements, and facilitate navigation to improve conversion rates. This research contributes to both the academic and business fields by offering an updated analysis of the impact of digital advertising on purchasing behavior within a key consumer segment. Additionally, it provides practical guidelines for brands to strengthen their strategies in an increasingly competitive and demanding digital market.
The present research aims to analyze the influence of advertising on Meta Business Manager on the online purchasing behavior of fashion products among university women aged 25 to 35 in the city of Barranquilla. In a context where digital platforms have transformed the way brands communicate with their audiences, Meta (through Facebook and Instagram) offers advanced segmentation tools that allow campaigns to be designed for specific audiences. However, these campaigns do not always translate into effective sales, raising questions about the factors that impact the conversion of digital advertising into concrete purchasing actions. The research adopts a qualitative, documentary approach, supported by a review of academic literature, official reports, and recent studies on e-commerce, digital consumer behavior, and social media advertising. It is delimited to the analysis of university women residing in Barranquilla, due to their high exposure to social networks and active participation in digital environments related to fashion. Among the main findings of the study is that advertising on Meta significantly influences purchasing decisions, especially when it combines aspirational visual elements, content personalization, and social validation. Factors such as trust in the payment platform, quality of the user experience on the online store, and interaction with the brand are key determinants for consumers to complete their purchases. Likewise, it is evident that decisions do not always respond to rational criteria but are mediated by emotions, perceptions, and the digital social environment. The study concludes that to achieve effective conversion, brands must integrate their advertising efforts with a coherent and secure digital experience. Advertising on social media cannot be understood in isolation but as part of an ecosystem that includes everything from the advertisement to after-sales service. In this regard, it is recommended that fashion brands operating in the digital environment optimize their segmentation strategies, strengthen trust elements, and facilitate navigation to improve conversion rates. This research contributes to both the academic and business fields by offering an updated analysis of the impact of digital advertising on purchasing behavior within a key consumer segment. Additionally, it provides practical guidelines for brands to strengthen their strategies in an increasingly competitive and demanding digital market.
Descripción
Palabras clave
Publicidad digital, Meta business manager, Comportamiento de compra online, Segmentación, Experiencia de Usuario
