Bibliographic citations
Pozo, J., Montoya, S. (2024). Publicidad pagada y su relación con la credibilidad y el eWOM de los influencers de moda en Lima Metropolitana [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673475
Pozo, J., Montoya, S. Publicidad pagada y su relación con la credibilidad y el eWOM de los influencers de moda en Lima Metropolitana [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/673475
@misc{renati/416574,
title = "Publicidad pagada y su relación con la credibilidad y el eWOM de los influencers de moda en Lima Metropolitana",
author = "Montoya Huarachi, Sebastian",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The main objective of this research is to determine if there is a relationship between influencer credibility, parasocial relationship, purchase intention, customer engagement and brand preference in young people aged 18 to 35 living in Metropolitan Lima in 2023. The aim was for clothing brands to become aware of the choice of influencers for their marketing campaigns. The research methodology had a quantitative approach with a non-probabilistic sampling and non-experimental correlational scope of cross-sectional type. To validate the hypotheses, a quantitative study was developed, a questionnaire of 23 questions was developed, distributed online through social networks, collecting 221 surveys. In this sense, for the statistical analysis, tests were carried out to validate the content of our research instrument by calculating the coefficient of Aiken's V. Additionally, to evaluate the reliability of our survey, Cronbach's alpha coefficient was calculated. Subsequently, the normality of the variables was determined by means of the Kolmogorov-Smirnov (KS) test. In addition, Spearman's non-parametric test is performed to verify the existence of a correlation. Finally, it is concluded that the dimensions of parasocial relationships, purchase intention, customer engagement, brand preference and credibility are affected by sponsorship transparency. In other words, the transparency of information has an effect on the credibility of the influencer in young people aged 18 to 35 living in Metropolitan Lima in the year 2023.
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