Marketing de Influencers en la generación de ventas en los negocios gastronómicos de Bahía de Caráquez.

Abstract

Influencer marketing emerged as an innovative and effective strategy for gastronomic businesses in Bahía de Caráquez, revolutionizing the way they interacted with their customers and positioned themselves in the market. The objective of the research focused on analyzing how influencer marketing strategies impacted the generation of sales in the gastronomic sector of the city of Bahía de Caráquez. A quantitative methodology was used, with a non-experimental descriptive research design. As a data collection method, a survey was used that consisted of 19 questions using the Likert scale. To participate in the survey, a sample of 24 restaurants was selected, following non-probabilistic convenience sampling. The statistical software SPSS version 26 was used to validate the questionnaire and determine its reliability, obtaining a Cronbach's Alpha of 0.734, considered acceptable. Among the most impressive results of the study, it was found that influencer marketing strategies in Bahía de Caráquez achieved a significant impact on the growth of gastronomic businesses, favoring not only the acquisition of new customers, but also satisfaction and loyalty towards the companies. implemented campaigns. In addition, it was identified that the social networks with the greatest impact and presence were WhatsApp, Facebook, Instagram and TikTok.