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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Influencer marketing is a tool that is considered a new category in non-traditional advertising media and is beginning to take hold, becoming a business to create a direct interaction with the target audience. In recent years, influencer marketing has become a highly lucrative communication channel that provides products or services to customers, particularly for different brands. The main objective of this study is to understand how brands are boosted through the use of influencer marketing. The method employed was a descriptive non-experimental design with a quantitative approach. The group of participants was composed of 61 students of the Marketing, Promotion and Sales Management career of the Aguadulce Extension. The findings reveal that 100% of the participants in the survey know what an influencer is and follow at least one of these figures in social networks. As is well known, marketing is a procedure where we detect the demands of the public for a product or service at the most convenient cost, in the most appropriate place and in the most efficient way, using a programmed communication system. The introduction to the different strategies leads us to incorporate influencers into marketing plans so they can promote the message and become spokespersons who influence a specific audience.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
