Marketing de influencia: análisis de credibilidad e intención de compra impartidas por un líder de opinión

María Dolores Brito Rhor; Grace Pamela Chachalo Carvajal; María Gabriela Murray Álvarez

doi:10.11144/Javeriana.syp40-78.miac

Marketing de influencia: análisis de credibilidad e intención de compra impartidas por un líder de opinión

Translated title of the contribution: Influencer Marketing: An Analysis of Credibility and Purchasing Intention Created by an Opinion Leader

María Dolores Brito Rhor^*
, Grace Pamela Chachalo Carvajal
, María Gabriela Murray Álvarez

^*Corresponding author for this work

Universidad Rey Juan Carlos
Universidad San Francisco de Quito

Research output: Contribution to journal › Article › peer-review

3 Scopus citations

Abstract

This research aims to analyze the credibility and purchasing intention among consumers in connection with both hidden and open advertising as created by an opinion leader. To measure these two variables, a fictional influencer (MILA.ec) and product (VITAL FREE) were created. Credibility was evaluated through the consumer's perception of the influencer's account with 21,200 versus 2100 followers. Purchasing intention was measured by making MILA.ec to exhibit VITAL FREE as both hidden ad open advertising. The results show that the account with higher number of followers was deemed as more honest by women and was more influential on the lifestyle among people from 16 to 25 years old. In addition, regarding the product exhibition by the influencer, the purchasing intention observed was low, even among the most educated consumers this variable show a negative behavior.

Translated title of the contribution	Influencer Marketing: An Analysis of Credibility and Purchasing Intention Created by an Opinion Leader
Original language	Spanish
Journal	Signo y Pensamiento
Volume	40
Issue number	78
DOIs	https://doi.org/10.11144/Javeriana.syp40-78.miac
State	Published - 2022

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10.11144/Javeriana.syp40-78.miac

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title = "Marketing de influencia: an{\'a}lisis de credibilidad e intenci{\'o}n de compra impartidas por un l{\'i}der de opini{\'o}n",

abstract = "This research aims to analyze the credibility and purchasing intention among consumers in connection with both hidden and open advertising as created by an opinion leader. To measure these two variables, a fictional influencer (MILA.ec) and product (VITAL FREE) were created. Credibility was evaluated through the consumer's perception of the influencer's account with 21,200 versus 2100 followers. Purchasing intention was measured by making MILA.ec to exhibit VITAL FREE as both hidden ad open advertising. The results show that the account with higher number of followers was deemed as more honest by women and was more influential on the lifestyle among people from 16 to 25 years old. In addition, regarding the product exhibition by the influencer, the purchasing intention observed was low, even among the most educated consumers this variable show a negative behavior.",

keywords = "Credibility, influencer, influencer marketing, opinion leader, purchasing intention",

author = "Rhor, \{Mar{\'i}a Dolores Brito\} and Carvajal, \{Grace Pamela Chachalo\} and {\'A}lvarez, \{Mar{\'i}a Gabriela Murray\}",

year = "2022",

doi = "10.11144/Javeriana.syp40-78.miac",

language = "Espa{\~n}ol",

volume = "40",

journal = "Signo y Pensamiento",

issn = "2027-2731",

publisher = "Pontificia Universidad Javeriana",

number = "78",

}

TY - JOUR

T1 - Marketing de influencia

T2 - análisis de credibilidad e intención de compra impartidas por un líder de opinión

AU - Rhor, María Dolores Brito

AU - Carvajal, Grace Pamela Chachalo

AU - Álvarez, María Gabriela Murray

PY - 2022

Y1 - 2022

N2 - This research aims to analyze the credibility and purchasing intention among consumers in connection with both hidden and open advertising as created by an opinion leader. To measure these two variables, a fictional influencer (MILA.ec) and product (VITAL FREE) were created. Credibility was evaluated through the consumer's perception of the influencer's account with 21,200 versus 2100 followers. Purchasing intention was measured by making MILA.ec to exhibit VITAL FREE as both hidden ad open advertising. The results show that the account with higher number of followers was deemed as more honest by women and was more influential on the lifestyle among people from 16 to 25 years old. In addition, regarding the product exhibition by the influencer, the purchasing intention observed was low, even among the most educated consumers this variable show a negative behavior.

AB - This research aims to analyze the credibility and purchasing intention among consumers in connection with both hidden and open advertising as created by an opinion leader. To measure these two variables, a fictional influencer (MILA.ec) and product (VITAL FREE) were created. Credibility was evaluated through the consumer's perception of the influencer's account with 21,200 versus 2100 followers. Purchasing intention was measured by making MILA.ec to exhibit VITAL FREE as both hidden ad open advertising. The results show that the account with higher number of followers was deemed as more honest by women and was more influential on the lifestyle among people from 16 to 25 years old. In addition, regarding the product exhibition by the influencer, the purchasing intention observed was low, even among the most educated consumers this variable show a negative behavior.

KW - Credibility

KW - influencer

KW - influencer marketing

KW - opinion leader

KW - purchasing intention

UR - https://www.scopus.com/pages/publications/85131532201

U2 - 10.11144/Javeriana.syp40-78.miac

DO - 10.11144/Javeriana.syp40-78.miac

M3 - Artículo

AN - SCOPUS:85131532201

SN - 2027-2731

VL - 40

JO - Signo y Pensamiento

JF - Signo y Pensamiento

IS - 78

ER -

Marketing de influencia: análisis de credibilidad e intención de compra impartidas por un líder de opinión

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