Browsing by Author "Carcamo Melo Alvaro Andres"

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    Análisis del comportamiento del consumidor digital en plataformas de entretenimiento tras el confinamiento por COVID-19 en Bogotá
    Carcamo Melo Alvaro Andres; Díaz Díaz Miguel Angel
    The main objective of this research is to analyze the behavior of digital consumers on entertainment platforms after the Covid-19 confinement in Bogotá, taking as reference the specific case of the locality of Suba. To conduct this analysis, a quantitative approach was adopted, applying surveys to a sample of 80 participants and reviewing trends and academic references. The results indicate that digital consumption has stabilized into moderate patterns, with young people between 18 and 28 years old being the main users, predominantly from middle socioeconomic strata and with university education levels. Likewise, findings show that Netflix maintains a clear leadership, while series and genres such as drama, action, and science fiction are among the most consumed. Regarding decision-making factors, price, content variety, title exclusivity, and technical quality stand out as key determinants for subscription and permanence. Finally, the study concludes that user loyalty depends not only on economic factors but also on personalized experiences and the cultural adaptation of the platforms.