Rol mediador de los influencers en el comportamiento hacia las marcas

Olger Gutierrez-Aguilar, Fiorela Ticona-Apaza, Ygnacio Tomaylla-Quispe, Valerio Ticona-Apaza

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

1 Cita (Scopus)

Resumen

The research objective was to establish the mediating role of influencers in the behavior of young people from generation Z towards brands through social networks and loyalty. A non-experimental investigation was used for the study; a questionnaire was administered to a random sample of 220 university students (n=10; α=0.906 ω=0.912); validity and reliability tests were performed; an exploratory factor analysis was performed using structural equation modeling of partial least squares PLS-SEM in a reflective measurement model, and a multigroup analysis was performed to investigate the heterogeneity observed in the social networks of Instagram and TikTok. The results showed a networking role of influencers in the sample’s behavior towards social networks. The multigroup analysis indicates significant differences in Instagram and TikTok followers. The validity of influencer marketing has been established. Due to how traditional and digital media are split up, I was always looking for more specific market niches.

Título traducido de la contribuciónMediating role of influencers in behavior towards brands
Idioma originalEspañol
Páginas (desde-hasta)613-627
Número de páginas15
PublicaciónRevista Venezolana de Gerencia
Volumen28
N.º9
DOI
EstadoPublicada - 5 ago. 2023

Palabras clave

  • behavior towards brands
  • generation Z
  • Influencers
  • Instagram
  • social networks
  • TikTok

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