Impacto del marketing de influencers sobre la intención de compra y fidelidad de los consumidores

Entity: Universitat Rovira i Virgili (URV)

Confidenciality: No

Education area(s): Direcció d'Empreses

Title in different languages: Impact of influencer marketing on consumer purchase intention and loyalty

Abstract: Influencer marketing has become a powerful strategy for brands with the aim of transmitting their messages through different social networks such as Instagram, X or TikTok. Brands can get their message across in a more credible and authentic way through influencers who have the specific audience that brands need to promote their products or services. Influencers are able to create emotional connections with their followers, which generates great confidence for their audience in recommending products or services of the brand they promote. In this way, this research evaluates whether influencer marketing influences consumer behavior, specifically, purchase intention and loyalty. The methodology used was to carry out a descriptive research through the application of a structured survey. The results obtained in this research were that the influencer's credibility and knowledge positively affect the consumer's purchase intention towards the brands they promote and, on the other hand, the influencer's

Subject: Màrqueting

Academic year: 2023-2024

Language: spa

Work's public defense date: 2024-06-25

Subject areas: Economic and business sciences

Student: El Bouchtaqui Dahmazi, Yassin

Department: Gestió d'Empreses

Creation date in repository: 2024-10-03

Keywords: Influencer marketing, influencer, consumer behavior

Title in original language: Impacto del marketing de influencers sobre la intención de compra y fidelidad de los consumidores

Access Rights: info:eu-repo/semantics/openAccess

Project director: Pàmies Pallisé, Maria del Mar