Influencers y su rol mediador en el comportamiento hacia las marcas

• Olger Gutiérrez-Aguilar ^[1] ; Fiorela Ticona-Apaza ^[1] ; Sandra Chicaña-Huanca ^[1] ; Nelly Ampuero Ramirez ^[2]
  1. [1] Universidad Nacional de San Agustín de Arequipa
  2. [2] Universidad Católica Santiago de Guayaquil
• Localización: Revista de ciencias sociales, ISSN-e 1315-9518, Vol. 29, Nº. 4, 2023, págs. 342-357
• Idioma: español
• DOI: 10.31876/rcs.v29i4.41259
• Títulos paralelos:
  • Influencers and their mediating role in behavior towards brands
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    En la actualidad los influencers han surgido como una figura importante en el mundo del marketing. El propósito de esta investigación fue determinar cómo los influencers ejercen un rol de mediador en el comportamiento hacia las marcas de los jóvenes de la generación Z mediante la utilización de las redes sociales. Se aplicó un cuestionario a una muestra de 303 universitarios y se utilizó una metodología no experimental con pruebas de validez y confiabilidad, así como análisis factorial exploratoria y modelamiento de ecuaciones estructurales. Los resultados demostraron que los influencers ejercen un papel mediador significativo en el comportamiento hacia las marcas a través de las redes sociales en la muestra estudiada. Además, se encontraron diferencias significativas entre los seguidores de Instagram y TikTok en cuanto al impacto de los influencers en su comportamiento hacia las marcas. Los hallazgos resaltan la importancia de la selección cuidadosa de los influencers y la autenticidad del contenido promocionado para el éxito de las campañas de marketing de influencers. En conclusión, este estudio confirma la relevancia del marketing de influencers como una estrategia efectiva para llegar a nichos de mercado específicos, especialmente en la generación Z.

  • English

    Nowadays, influencers have emerged as an important figure in the world of marketing. The purpose of this research was to determine how influencers play a mediating role in the behavior towards brands of young people of generation Z through the use of social networks. A questionnaire was applied to a sample of 303 university students and a non-experimental methodology was used with validity and reliability tests, as well as exploratory factor analysis and structural equation modeling. The results demonstrated that influencers play a significant mediating role in behavior towards brands through social networks in the sample studied. In addition, significant differences were found between Instagram and TikTok followers in terms of the impact of influencers on their behavior towards brands. The findings highlight the importance of careful selection of influencers and authenticity of promoted content for the success of influencer marketing campaigns. In conclusion, this study confirms the relevance of influencer marketing as an effective strategy to reach specific market niches, especially in generation Z

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