Objetivo - Esta investigación tuvo como propósito analizar el recorrido del consumidor en las plataformas digitales, con el principal objetivo de identificar las experiencias y puntos de contacto relacionados con el consumo, enfocados en (re)construir un cuerpo en forma.
Diseño/metodología/enfoque – Investigación cualitativa, exploratoria e interpretativa, realizada a través de análisis fenomenológico interpretativo con recolección realizada a través de entrevistas en selección intencional de consumidores de fitness.
Resultados – Presentamos una indicación de los puntos de contacto con el cliente para demostrar que los objetivos alcanzados proporcionan un mayor estímulo como motivadores del esfuerzo y refuerzan el logro de la meta en (re)construir un cuerpo en forma. Se encontró que buscar/investigar, interactuar y comprar son las principales experiencias con las plataformas digitales. Y el perfil del consumidor surgió como un determinante en el uso de las plataformas, señalando un comportamiento pasivo/activo en las relaciones con los consumidores. Instagram® fue la principal plataforma nominada.
Limitaciones/Implicaciones – Como limitación, indicamos la selección intencional de participantes que frecuentan gimnasios y la no ampliación del estudio a otros actores involucrados por la opción de la perspectiva del consumidor. Sugerimos investigar otros temas del recorrido del consumidor, otra audiencia y profundizar en una experiencia. Además de examinar qué actores tienen mayor influencia en el recorrido del consumidor.
Originalidad/Valor - En conclusión, contribuimos a la identificación de experiencias en el viaje del consumidor adecuado con plataformas digitales y la indicación de interacciones esenciales para lograr un objetivo supremo. Utilizando originalmente el análisis fenomenológico interpretativo como herramienta adaptada para analizar la visión del consumidor.
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