El marketing de influencers: cómo la credibilidad y el valor del mensaje impactan en la confianza del consumidor
Resumen
En un mundo digitalizado, el marketing de influencers se vuelve esencial para las empresas al colaborar con personas influyentes en redes sociales, que llegan a grandes audiencias y generan confianza. El estudio se centró en investigar el impacto del marketing de influencers en los consumidores mediante las redes sociales, analizando su influencia para comprender la efectividad de esta estrategia publicitaria. Se empleó un diseño mixto en dos fases. La primera fase realizó un análisis cualitativo de 30 artículos sobre el marketing de influencers en Google Academic. La segunda fase comprendió una encuesta en línea a través de Google Forms, explorando la influencia de la credibilidad y el valor del mensaje en la confianza del consumidor. Los datos se analizaron con el programa SPSS, complementando los resultados cualitativos con análisis estadísticos. Los resultados obtenidos revelan que los influencers ejercen un impacto significativo en las decisiones de compra y en las percepciones de marca. Las recomendaciones influyen directamente en la intención de compra y en la percepción personal del consumidor. La interacción y autenticidad en las plataformas, especialmente en TikTok, desempeñan un papel esencial en la difusión exitosa de mensajes. La creatividad exhibida por los influencers no solo atrae la atención, sino que también contribuye a generar confianza en la audiencia. Sin embargo, se destaca la vulnerabilidad de esta confianza ante comentarios negativos, destacando así la importancia de gestionar de manera proactiva la reputación online para preservar la percepción positiva del público. En conclusión, el marketing de influencers es una herramienta poderosa, construyendo confianza y ejerciendo influencia en decisiones de compra significativas. Así mismo la autenticidad y calidad del mensaje son aspectos cruciales que, al conjugarse, refuerzan la efectividad de esta estrategia.
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Derechos de autor 2024 Nuvia Aurora Zambrano Barros, Jenny Maldonado Castro, Ángel Boris Maldonado Castro, Helen Lisbeth Espinoza Laaz
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-SinObrasDerivadas 4.0.
