Bibliographic citations
Delgado, A., Mesones, A. (2023). Relación entre la actitud hacia el influencer de moda y la intención de compra en jóvenes de Lima Moderna, 2022 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673038
Delgado, A., Mesones, A. Relación entre la actitud hacia el influencer de moda y la intención de compra en jóvenes de Lima Moderna, 2022 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/673038
@misc{renati/1297696,
title = "Relación entre la actitud hacia el influencer de moda y la intención de compra en jóvenes de Lima Moderna, 2022",
author = "Mesones Guillen, Angela Samantha",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The main objective of this study is to determine if there is a significant relationship between attitude towards the fashion influencer and purchase intention in young women who use Instagram during 2022 in Lima Moderna. In order to achieve this, a questionnaire was designed with 5 levels of measurement under the Likert scale that included 18 statements aligned to the dimensions and variables of the study. The survey was applied to a total of 288 young women from Lima Moderna who use Instagram and actively follow at least one fashion influencer. The data collected from 202 valid questionnaires were processed and interpreted through the statistical software SPSS in its version 24. The results show the existence of a significantly positive relationship between attitude towards the fashion influencer and purchase intention of young women of Lima Moderna who use Instagram during 2022. Likewise, the positive relationship between the dimensions studied was confirmed. As a general recommendation, it was proposed to develop this research in other fields and consider additional segments to identify variations in the impact of influencers on their followers. In addition, evaluating the effectiveness of these kinds of actions in other social networks will allow brands to optimize their marketing results.
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