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Vol. 16 No. 2 (2022)
Published 2022-08-20
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When the Publicaciones e Investigaciones Journal receives an original study or article from its author(s), whether by email, postal service, or the platforms available for said purpose, know that it may be published in physical or electronic formats in national or international archives, databases, or SIRES. As such, Publications and Research authorizes the reproduction and citation of said material, provided that the description of information is carried out in conformity with bibliographic norms, and mention the corresponding names, authors, article, issue, and pages. Publications and Research, in advance, expresses that the information, concepts, and methods are the responsibility of the author(s). As such, the UNAD does not have any influence whatsoever over that expressed in the manuscript.

Original article

The Influencers in consumer purchasing decision-making

DOI: https://doi.org/10.22490/25394088.5949
Gloria Guadalupe Aguilar Alejandro Universidad Juárez Autónoma de Tabasco
Ramon Neme Everardo Universidad Juárez Autónoma de Tabasco, México
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Over time consumer behavior has been changing according to their new habits and needs, and with it, new technologies have been evolving hand in hand, so it is due that companies are adapting to new trends.

The so-called influencers or content creators have generated great commotion among consumers and especially in the big brands that have implemented them, obtaining great sales results, but, how big is the impact that these influencers have come to have to be an important point in the consumer's purchase decision making? This is a question that perhaps many of us have asked ourselves, that is why the objective of this research is to know "the impact of influencers in the purchase decision making of consumers".

Therefore, in this research we will analyze influencer marketing for which a survey has been applied and analyzed the case of one of the most popular influencers in Mexico. On the other hand, a discussion was made regarding the results of these two applied researches, at the end we conclude with a verdict on what was previously analyzed and specifying if the expected objectives of this research were reached in addition to a fact about influencer marketing.

keywords: Social Influence Marketing, Consumer and decision making
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How to Cite

Aguilar Alejandro, G. G. ., & Neme Everardo, R. (2022). The Influencers in consumer purchasing decision-making. Publicaciones E Investigación, 16(2). https://doi.org/10.22490/25394088.5949
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