Bibliographic citations
Araujo, D., (2024). Impacto de los influencers en redes sociales y la imagen de marca en la intención de compra, Lambayeque 2021 [Universidad Católica Santo Toribio de Mogrovejo]. http://hdl.handle.net/20.500.12423/7994
Araujo, D., Impacto de los influencers en redes sociales y la imagen de marca en la intención de compra, Lambayeque 2021 []. PE: Universidad Católica Santo Toribio de Mogrovejo; 2024. http://hdl.handle.net/20.500.12423/7994
@misc{renati/1107103,
title = "Impacto de los influencers en redes sociales y la imagen de marca en la intención de compra, Lambayeque 2021",
author = "Araujo Balladares, Daniel Alejandro",
publisher = "Universidad Católica Santo Toribio de Mogrovejo",
year = "2024"
}
The digital world has had a great evolution in recent years, with social networks being the change with the most impact on people and which, without a doubt, has changed the way in which companies manage their strategies and forms of communication. Influencers are often a spokesperson so that these can have greater visibility. This study aims to determinate the impact of influencers on social networks and brand image on the purchase intention of generation Z, Lambayeque 2021. To do this, a quantitative approach was applied with an explanatory level and design not experimental, with 141 young people as a sample, showing that, influencers not only have a positive impact on the brand image of a company, but also drive to generate a greater purchase intention. Finally, this study provides a better understanding of the power of the influencer and helps companies build a brand image in the mind of the consumer and drive their decision to buy.
This item is licensed under a Creative Commons License