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Abstract
In a digitalized world, influencer marketing becomes essential for companies by collaborating with social media influencers, who reach large audiences and build trust. The study focused on investigating the impact of influencer marketing on consumers through social networks, analyzing their influence to understand the effectiveness of this advertising strategy. A mixed design was used in two phases. The first phase conducted a qualitative analysis of 30 articles on influencer marketing on Google Academic. The second phase involved an online survey through Google Forms, exploring the influence of message credibility and value on consumer trust. The data were analyzed with the SPSS program, complementing the qualitative results with statistical analysis. The results obtained reveal that influencers have a significant impact on purchasing decisions and brand perceptions. Recommendations directly influence the purchase intention and personal perception of the consumer. Engagement and authenticity on platforms, especially TikTok, play an essential role in successfully spreading messages. The creativity exhibited by influencers not only attracts attention but also helps build trust among the audience. However, the vulnerability of this trust to negative comments is highlighted, thus highlighting the importance of proactively managing online reputation to preserve positive public perception. In conclusion, influencer marketing is a powerful tool, building trust and influencing meaningful purchasing decisions. Likewise, the authenticity and quality of the message are crucial aspects that, when combined, reinforce the effectiveness of this strategy.
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