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The change of times has led to reinventing the way of marketing the products and services to be sold, which is currently presented under the name of influencer marketing, which has become one of the most widely used strategies by companies to achieve to a greater amount of the population identified with certain public personalities that are linked to the ecosystem of social networks. The purpose of the article is to describe influencer marketing as a sales strategy, based on a current trend widely adopted as an integral part of the marketing mix that many researchers insist is not a passing fad. To achieve the results, a mixed descriptive, non-experimental, cross-sectional, and inductive study was carried out using the documentary technique. The results address the consumer's need to contextualize the insertion in the influencer marketing market, rescuing key statistics that describe this relatively new phenomenon that allows marketing from social networks, with great capacity to affect the purchase decision of your audience. With this, it is concluded that, since this practice is an integral part of digital marketing, the promotion that includes product demonstrations is also distinguished by the ethical aspect that is based on the trust that each influencer has in the products as part of their particular use., since consumers have changed over time and constantly analyze the messages they receive before deciding to buy.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
