Análisis del impacto de influencers en la decisión de compra de comida rápida de los consumidores centennials de Guayaquil

Abstract

This article examines the influence of influencers on fast food purchasing decisions among centennial consumers in Guayaquil. It analyzes how digital marketing tactics work and the role of these content-creating influencers on platforms such as TikTok, Instagram, and YouTube. Fast food, characterized by its accessibility, quick preparation, and a wide variety of options, has become a key element in the lifestyle of this generation, who seek attractive and innovative dining experiences. The impact of strategies such as product reviews and food challenges are investigated, highlighting authenticity, captivating visual content, and more engaging interaction to capture the attention of centennials. The mixed-methodology study combines surveys and interviews with local influencers, the results suggest that centennials appreciate honest suggestions and active content that does not seem fake. Likewise, in-store visits and the inclusion of unique offers improve interaction and drive purchasing decisions. Brands that understand the value of credibility, proximity and creativity will be better positioned to establish a connection with this segment of the generation. Visually appealing content, such as high-quality videos and impactful posts, are established as a crucial element in the purchase decision, while personalized attention strengthens the connection between brands, influencers and customers. Finally, it highlights the importance of authenticity and clarity between influencer partnerships to increase consumer trust and promote a lasting bond with the public.