Abstract

CUEVA-ESTRADA, Jorge; SUMBA-NACIPUCHA, Nicolás  and  VILLACRES-BELTRAN, Fabian. Influence marketing and its effect on the purchasing behavior of the millennial consumer. suma neg. [online]. 2020, vol.11, n.25, pp.99-107. ISSN 2215-910X.  https://doi.org/10.14349/sumneg/2020.v11.n25.a1.

Influencers are people of reference in a society made up largely of millennials, an eco- nomically active generation, which is successful for companies, who design strategies to capture their attention. In this context, influence marketing appears with its main actor, the influencer. The research aims to demonstrate whether there is a correlation between this type of marketing and the purchasing behavior of the millennial consumer. A cross-sectional correlational study was designed, with three age cohorts for millennials who by 2020 are between 20 and 43 years old. For this, a questionnaire was designed as a research tool and to demonstrate its calibration, the Cronbach’s alpha coefficient was calculated, which was 0.93. According to the findings, the existence of a correlation between the variables is accepted, with a Spearman’s rho coefficient of 0.582, evidencing a positive correlation of means.

Keywords : Purchase decision; influencer; Influencer marketing; millennial; prescriber.

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