Review of the literature surrounding influencers on Instagram: Impact of consumer opinions
The growth of digital commerce brings with it new trends, including influencer marketing, which is projected through social networks and is gaining more popularity every day. This work aims to analyze the characteristics of influencer marketing as consumer opinion leaders and, especially, their part...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Ecuador |
| Institución: | Universidad Técnica Estatal de Quevedo |
| Repositorio: | Revista Ciencias Sociales y Económicas |
| Idioma: | español |
| OAI Identifier: | oai:revistas.uteq.edu.ec:article/707 |
| Acceso en línea: | https://revistas.uteq.edu.ec/index.php/csye/article/view/707 |
| Access Level: | acceso abierto |
| Palabra clave: | marketing influencers seguidores followers |
| Sumario: | The growth of digital commerce brings with it new trends, including influencer marketing, which is projected through social networks and is gaining more popularity every day. This work aims to analyze the characteristics of influencer marketing as consumer opinion leaders and, especially, their participation in the social network Instagram. The research comes from the search for various documentary sources and research on topics related to influencer marketing on social networks and its impact on users, on their purchasing decisions and behaviors. The influence on followers on relevant aspects such as fashion, tourism, beauty, food and the fitness world is also analyzed. The popularity of influencers is increasing in recent years due to digital transformation; Now it is easier to get to know brands through the narratives of Instagramers who provide their followers with detailed content on the products and services they consume, influencing the purchasing decisions of each follower, who end up purchasing the products used by their influencers. Influencers are characterized by their spontaneity and trust that allow them to generate a closer bond with their followers. Influencers, through social networks, especially Instagram, seek to impose the same or similar lifestyle on their followers. Influencer marketing is a powerful tool for companies, as it constitutes a contribution to the economy and interpersonal development. |
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