Análisis de la influencia de la publicidad realizada por figuras destacadas del futbol profesional en la decisión de compra de productos deportivos en Guayaquil

Abstract

Advertising generated by professional soccer players has become a constant practice in the sports products industry, initially because it has the ability to capture people's attention through brand images. To this end, the objective is to analyze how advertising by international soccer players influences the decision to purchase sports products in Guayaquil, where, through a quantitative approach, justified by a descriptive, non-experimental design, and applying data collection instruments such as surveys with a sample of 384 people belonging to the economically active population of the city of Guayaquil, we found that advertising featuring soccer players appears frequently, whether in digital or social media, which generates high levels of attention and confidence when conveying the message. However, the influence of soccer players on the purchase of sports products is considered moderate, which is associated with the fact that consumers also consider the quality, usefulness of the product, and their experience when making a purchase. In conclusion, advertising featuring soccer players contributes to brand visibility, constituting an essential support for the decision-making phase, without establishing itself as an indispensable component for the final purchase.