El marketing de influencias y su efecto en la decisión de compra de los clientes en el sector de la moda y la belleza en Ecuador

Nivia Carolina González Marín, Rosa Virginia Guiracocha Arriciaga, Jorge Cueva Estrada, Nicolas Sumba

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

1 Cita (Scopus)

Resumen

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.

Título traducido de la contribuciónInfluencer marketing and its impact on customer purchase decisions in the fashion and beauty industry in Ecuador
Idioma originalEspañol
Páginas (desde-hasta)207-226
Número de páginas20
PublicaciónDoxa Comunicacion
Volumen2024
N.º38
DOI
EstadoPublicada - 1 jul. 2024

Nota bibliográfica

Publisher Copyright:
© 2024, CEU Ediciones. All rights reserved.

Palabras clave

  • Beauty
  • fashion
  • influencer
  • influencer marketing
  • purchase decision

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