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

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.