Estrategias de marketing de influencers y su efectividad en la generación de engagement en redes sociales

Giovanni Patricio Herrera-Enríquez; Ramiro Fernando Urresta-Yépez

doi:10.55813/gaea/rcym/v2/n2/43

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Published: 2024-06-23

DOI: https://doi.org/10.55813/gaea/rcym/v2/n2/43

Keywords:

influencer marketing, accounting automation, perceived credibility, co-created content, social networks

Herrera-Enríquez, Giovanni Patricio

Universidad de las Fuerzas Armadas - ESPE

https://orcid.org/0000-0002-2835-4586

Urresta-Yépez, Ramiro Fernando

Universidad Politécnica Estatal del Carchi

https://orcid.org/0000-0002-4416-0917

Abstract

This study conducted an exhaustive literature review on influencer marketing strategies and their effectiveness in generating engagement in social networks. Research published in high-impact academic databases was collected and analyzed, prioritizing empirical studies and meta-analysis. The results identified that the perceived credibility of the influencer, based on the authenticity of the content, proven experience, clarity of sponsorships and consistency with the audience, is a determining factor in consumer trust and predisposition. It was also evidenced that strategies such as personal storytelling, the use of live videos, contests and co-creation of content enhance affective and cognitive engagement. The discussion underlines the importance of balancing commercial transparency with the perception of naturalness, and of aligning the influencer's values with those of their audience. It is concluded that an ethical and professionalized approach is essential to achieve sustainable and effective campaigns in saturated digital environments.

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Vol. 2 No. 2 (2024): Epistemologies Applied to the Contemporary World

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Artículos

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Author Biographies

Herrera-Enríquez, Giovanni Patricio, Universidad de las Fuerzas Armadas - ESPE

Degree in Business Administration and Marketing, Master's Degree in Economics and Business Management from FLACSO, and Doctorate in Economics and Business from the University of Santiago de Compostela. Senior lecturer at the University of the Armed Forces – ESPE and author of several high-impact publications. Coordinator of the Doctorate Program in Administration and the Master's Degree in Business Administration with a specialization in Innovation.

Urresta-Yépez, Ramiro Fernando, Universidad Politécnica Estatal del Carchi

Commercial Engineer, Bachelor's Degree in Cooperative Business Administration, Master's Degree in Business Management with a specialization in Marketing, Master's Degree in Innovation and Strategic Entrepreneurship. PhD student in Education at the National University of Rosario in Argentina, currently Head of the Center for Entrepreneurship and Innovation at the State Polytechnic University of Carchi.

How to Cite

Herrera-Enríquez, G. P., & Urresta-Yépez, R. F. (2024). Influencer marketing strategies and their effectiveness in generating engagement in social networks. Scientific Journal Science and Method, 2(2), 53-68. https://doi.org/10.55813/gaea/rcym/v2/n2/43

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