Key factors of Influencer Marketing in centennials users: Relational analysis with the purchase decision in the Peruvian context

Resumen

The research aimed to determine the level of relationship between credibility, truthfulness and brand awareness promoted by female influencers, and the purchase decision of beauty products in female university consumers. The study is based on the increase of female influencers in the field of beauty in recent years, currently becoming a favorable medium for brand presence and positioning. The research had a quantitative approach, as well as a non-experimental design, cross-sectional and correlational scope. The population consisted of 50 student consumers of content and beauty products, taking a non-probabilistic sampling application by convenience. An ordinal scale questionnaire was used and then a correlational approach with Spearman's Rho was used to determine the level of association between the mean values. The results show a positive correlation between the three variables of analysis and the decision to purchase beauty products, but with a higher coefficient with brand awareness, which allows inferring that both factors from the user's perspective are highly linked, so that the increase of one determines an impact on the other and vice versa. The second highest association with influencers' trustworthiness. These results show that brand management by influencers represents a key task for companies dedicated to the beauty industry.