Rol mediador de los influencers en el comportamiento hacia las marcas

• Olger Gutierrez-Aguilar https://orcid.org/0000-0002-6657-7529
• Fiorela Ticona-Apaza https://orcid.org/0000-0001-5745-2575
• Ygnacio Tomaylla-Quispe https://orcid.org/0000-0003-3741-5325
• Valerio Ticona-Apaza https://orcid.org/0000-0001-6884-1680

DOI: https://doi.org/10.52080/rvgluz.28.e9.38

Palabras clave: Influencers, comportamiento hacia las marcas, redes sociales, Instagram, TikTok, generación Z

Resumen

El objetivo de la investigación fue establecer el rol mediador de los influencers en el comportamiento de los jóvenes de la generación Z en la actitud hacia las marcas, mediante el uso de las redes sociales y la lealtad. La metodología utilizada para el estudio fue de una investigación no experimental, se aplicó un cuestionario para una muestra aleatoria de 220 estudiantes universitarios (n=10; α=0.906 ω=0.912), se utilizaron pruebas de validez y confiabilidad, análisis factorial exploratorio mediante el Modelamiento de Ecuaciones Estructurales de Cuadrados Mínimos Parciales PLS-SEM en un modelo de medida reflectivo; además de un análisis multigrupo para explorar la heterogeneidad observada en las redes sociales de Instagram y TikTok. Los resultados mostraron que existe un rol de mediador de los influencers en el comportamiento hacia las redes sociales en la muestra estudiada y el análisis multigrupo indica que existen diferencias significativas en los seguidores de Instagram y TikTok. Se concluye la vigencia de un marketing de influencers, esto como consecuencia de la fragmentación de los medios convencionales y digitales, buscando cada día nichos de mercado cada vez más específicos.

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