Revisión de la literatura entorno a los influencers en Instagram: Impacto de las opiniones de los consumidores
DOI:
https://doi.org/10.18779/csye.v8i2.707Palabras clave:
marketing, influencers, Instagram, seguidoresResumen
El crecimiento del comercio digital trae consigo nuevas tendencias, entre ellas el marketing de influencers, que se proyecta a través de las redes sociales y que gana cada día más popularidad. Este trabajo pretende analizar las características del marketing de influencers como líderes de opinión de los consumidores y, especialmente, su participación en la red social Instagram. La investigación proviene de la búsqueda de varias fuentes documentales e investigaciones sobre temas relacionados al marketing de influencers en las redes sociales y su impacto en los usuarios, en sus decisiones y comportamientos de compra. Se analiza también la influencia en los seguidores sobre aspectos relevantes como la moda, turismo, belleza, alimentación y el mundo fitness. La popularidad de las personas influyentes es cada vez mayor en los últimos años a causa de la transformación digital; ahora es más fácil conocer marcas por las narrativas de los Instagramers quienes brindan a sus seguidores contenidos detallados de productos y servicios que consumen, influyendo en las decisiones de compra de cada seguidor, quienes terminan por adquirir los productos que usan sus influencers. Los influencers se caracterizan por su espontaneidad y confianza que permiten generar un vínculo más cercano con sus seguidores. Los influencers, a través de las redes sociales especialmente de Instagram, buscan imponer en sus seguidores un estilo de vida igual o similar. El marketing de influencers es una herramienta poderosa para las empresas, por constituirse en un aporte a la economía y al desarrollo interpersonal.
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