Abstract
The changing context in which companies develop their business activity has compelled them to modify their communication strategy, and this is where influencer marketing and its standard bearer, the influencer, come into play. The aim of this study is to analyse the impact of influencer marketing on the purchase decisions of customers in the fashion and beauty sector, for which a non-experimental design with a correlational scope was carried out. A questionnaire was administered to 402 fashion product consumers and 393 beauty product users. A strong positive correlation (0.863), as well as an average positive correlation (0.738), between this type of marketing and the consumer’s decision to purchase fashion and beauty products, respectively, indicates that the proper use of this type of marketing can provide companies with an important tool for inducing the purchase of their products.
Translated title of the contribution | Influencer marketing and its impact on customer purchase decisions in the fashion and beauty industry in Ecuador |
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Original language | Spanish |
Pages (from-to) | 207-226 |
Number of pages | 20 |
Journal | Doxa Comunicacion |
Volume | 2024 |
Issue number | 38 |
DOIs | |
State | Published - 1 Jul 2024 |
Bibliographical note
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