Influence marketing: The influence of influencers in the purchase decision of consumers in social network

Abstract

Currently, influencer marketing is present in the lives of people who manage or dominate social networks. Due to this, companies through opinion leaders or influencers are guiding behavior and trying to impact the decisions of various audiences effectively, influencers managecredibility with respect to a certain topic, therefore, their objective is amplify the reach of a brand and influence the consumption habits of its audience. This article aims to analyze the influencers of social networks, as well as identify the presence of brands in relation to consumer buying behavior, the exploratory research design and secondary sources were applied in order to collect the necessary information, through research was able to show that influencers are present in people's lives, interceding in the change of attitudes and behaviors in them, concluding that currently they have become a tool of great importance for the promotion of a product through the networks being able to influence the mind of the consumer to make an eventual purchase decision.