El marketing de influencers como factor decisivo en la compra a crédito en Guayaquil

Abstract

Influencer marketing is a strategy that promotes financial products such as personal loans by connecting emotionally with consumers and generating trust in the purchase decision process, this study aims to evaluate how influencers contribute to the promotion of personal loans by analyzing the impact on consumer decision making in the financial market. A total of 384 personal credit consumer surveys were conducted using a Likert scale to measure perceptions of trust, credibility and effectiveness of influencers' recommendations, and interviews were conducted with four experts in influencer marketing and financial products to obtain a qualitative view of the strategies and challenges in this area. Survey results showed that 72% of respondents believe that influencers they consider trustworthy significantly influence their decision to apply for personal loans; proper influencer selection based on affinity with the target audience and transparency is key to the success of the campaigns. It is concluded that influencer marketing is a beneficial tool for financial institutions as long as it focuses on trust, authenticity and emotional connection with consumers.