TY - GEN
T1 - Marketing de influencers y decisión de compra en el sector moda en jóvenes de San Juan de Lurigancho, 2025
AU - Cáceres Pérez, Heidy Yahaira
AU - Reynoso Sicha, Claudia
AU - Barinotto Roncal, Patricia
AU - Palma Vallejo, Graciela
N1 - Publisher Copyright:
© LEIRD 2025.All rights reserved.
PY - 2025
Y1 - 2025
N2 - This research study aims to determine the relationship between influencer marketing and purchasing decisions in the fashion sector among young people in San Juan de Lurigancho, 2025. The digital strategy of influencer marketing is currently one of the most efficient for companies, since influencers currently generate an emotional and aspirational connection with young people through the content they transmit on social networks. It should be noted that, after the COVID-19 pandemic, this strategy obtained notable growth due to the digitalization of fashion sector businesses, which reinforced the key role of influencers as agents who disseminate recommendations or share experiences about brands. This research has a quantitative approach, applied with a causal correlational scope, a non-experimental and cross-sectional design, with a sample of 206 young people. Furthermore, using a virtual questionnaire administered through Google Forms as a data collection technique, it was found that influencer marketing is significantly related to purchasing decisions, reporting a Sperman Rho coefficient of 0.654 (sig. <0.01), demonstrating a positive and moderate relationship. Therefore, the purpose of this study is to determine the level of influence influencers have on young people's decision-making in the fashion sector.
AB - This research study aims to determine the relationship between influencer marketing and purchasing decisions in the fashion sector among young people in San Juan de Lurigancho, 2025. The digital strategy of influencer marketing is currently one of the most efficient for companies, since influencers currently generate an emotional and aspirational connection with young people through the content they transmit on social networks. It should be noted that, after the COVID-19 pandemic, this strategy obtained notable growth due to the digitalization of fashion sector businesses, which reinforced the key role of influencers as agents who disseminate recommendations or share experiences about brands. This research has a quantitative approach, applied with a causal correlational scope, a non-experimental and cross-sectional design, with a sample of 206 young people. Furthermore, using a virtual questionnaire administered through Google Forms as a data collection technique, it was found that influencer marketing is significantly related to purchasing decisions, reporting a Sperman Rho coefficient of 0.654 (sig. <0.01), demonstrating a positive and moderate relationship. Therefore, the purpose of this study is to determine the level of influence influencers have on young people's decision-making in the fashion sector.
KW - consumer behavior
KW - content creator
KW - digital marketing
KW - Influencer marketing
KW - purchasing decisions
KW - social media
UR - https://www.scopus.com/pages/publications/105032436772
U2 - 10.18687/LEIRD2025.1.1.680
DO - 10.18687/LEIRD2025.1.1.680
M3 - Contribución a la conferencia
AN - SCOPUS:105032436772
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Rivas Matta, Rodolfo Andr�s
T2 - 5th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development - Entrepreneurship with Purpose: Social and Technological Innovation in the Age of AI, LEIRD 2025
Y2 - 1 December 2025 through 3 December 2025
ER -