Estrategias de marketing de influencers dirigidas a la Generación Centennial de Guayaquil

Abstract

The present work analyzes the influencer marketing strategies implemented to reach the centennial generation of Guayaquil. The main objective of analyzing influencer marketing strategies aimed at the centennial generation of Guayaquil. The nature of this research was descriptive with a mixed approach, the techniques that were applied were surveys and interviews. The most relevant result that the research obtained is that influencers can persuade the centennial consumer when making a purchase, either for a product or to acquire a service. With the information gathered, it is concluded that companies that apply influencer marketing as a strategy to promote products attract centennials and manage to promote their brand.