Marketing de influencers y compras impulsivas

Identifier:  TFG:9150

Handle: https://hdl.handle.net/20.500.11797/TFG9150

Authors:  Sánchez Justicia, Marta

Abstract:
The study contributes to the knowledge about consumers' behavior when interacting with influencers on social media, understanding the factors of such influencers that are possibly related to online impulse purchases. Specifically, the aim was to find out whether such public figures play a role in impulse purchases and impulse purchase intention of social media users. To carry out the research, surveys were conducted among a sample of 171 people who were part of the target audience whose behavior was studied in order to test or reject the proposed hypothesis. After the fieldwork, inconclusive results were observed that do not allow us to confirm or reject a direct relationship between influencer marketing and impulse buying. Relationships were confirmed between influencer characteristics that influence consumers' attitudes toward Internet celebrities. However, it is not possible to affirm that there is a cause-effect relationship between influencer factors and impulse buying.