Influencers y su rol mediador en el comportamiento hacia las marcas

• Olger Gutiérrez-Aguilar https://orcid.org/0000-0002-6657-7529
• Fiorela Ticona-Apaza https://orcid.org/0000-0001-5745-2575
• Sandra Chicaña-Huanca https://orcid.org/0000-0002-9676-1386
• Nelly Ampuero Ramirez https://orcid.org/0000-0002-0101-9382

DOI: https://doi.org/10.31876/rcs.v29i4.41259

Palabras clave: Marketing de influencers, comportamiento del consumidor, redes sociales, lealtad, Generación Z

Resumen

En la actualidad los influencers han surgido como una figura importante en el mundo del marketing. El propósito de esta investigación fue determinar cómo los influencers ejercen un rol de mediador en el comportamiento hacia las marcas de los jóvenes de la generación Z mediante la utilización de las redes sociales. Se aplicó un cuestionario a una muestra de 303 universitarios y se utilizó una metodología no experimental con pruebas de validez y confiabilidad, así como análisis factorial exploratoria y modelamiento de ecuaciones estructurales. Los resultados demostraron que los influencers ejercen un papel mediador significativo en el comportamiento hacia las marcas a través de las redes sociales en la muestra estudiada. Además, se encontraron diferencias significativas entre los seguidores de Instagram y TikTok en cuanto al impacto de los influencers en su comportamiento hacia las marcas. Los hallazgos resaltan la importancia de la selección cuidadosa de los influencers y la autenticidad del contenido promocionado para el éxito de las campañas de marketing de influencers. En conclusión, este estudio confirma la relevancia del marketing de influencers como una estrategia efectiva para llegar a nichos de mercado específicos, especialmente en la generación Z.

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