Análisis del impacto comercial del marketing de influencers en la ciudad de Manta.

Abstract

Influencers are reference figures in a society made up mainly of millennials (economically active generations). This makes them attractive to the company, and the company develops strategies to attract their attention. In this case, the main actor influencing marketing is the influencer. The research aims to evaluate the effectiveness of the use of Influencers to increase purchases. A descriptive documentary research was developed. Additionally, a survey was increased as a research tool in order to demonstrate the relationship of the impact that influencers represent today in the commercial sector of the city of Manta. As a result, it was possible to demonstrate that influencer marketing that uses advertising strategies on social networks predominates in the commercial impact of sales in terms of customer acquisition, because a connection of 0.262 was obtained and with a value corresponding to p < 0.05, in SPSS. In the same way, it was shown that, through the hypothesis test carried out in the SPSS program, the marketing of influencers in the interaction with the client in terms of trust, has a significant impact on the sales of a company.