Calidad del contenido en Facebook e intención de compra en el sector de pastelería temática: Una exploración empírica del usuario peruano

Social media has become a pivotal element for business development across various economic sectors. Facebook, notably, serves as a strategic tool for promoting Small and Medium Enterprises (SMEs) in countries such as Peru, owing to its capacity to reach diverse market segments while facilitating interaction and engagement. The quality of content is fundamental to the success of this digital channel in numerous productive sectors, including specialized themed bakeries, contributing to the establishment of an effective presence and enhancing brand trust. Another significant construct for these businesses is purchase intention, particularly within a growing sector and an emerging trend in food consumption. This study aims to demonstrate that a positive and significant relationship exists between the perceived quality of content on Facebook and the purchase intention of customers at a themed bakery. To verify this hypothesis, 184 Likert scale surveys were administered to customers of a themed bakery in the city of Trujillo, Peru. The principal findings of this research indicate that a positive association indeed exists between both constructs, demonstrating that the development of one leads to the enhancement of the other and vice versa. Furthermore, it was established that the attractiveness, interactivity, and relevance of the content are strongly correlated with purchase intention. These results underscore the importance of this platform for local businesses focused on food production, highlighting the necessity for a more in-depth analysis of social media as a driver of widespread market consumption.