Marketing de Influencer y la Intención de compra en el ámbito empresarial, una revisión sistemática del periodo 2019-2024

The present research comprises the state of the art of Influencer Marketing and its relationship with purchase intention in the business field. The main concepts from the literature are presented, as discussed by different authors within the scientific community. Influencer Marketing is considered a business strategy in which the central figure is the influencer, who promotes the brand and seeks to increase sales of various products or services. On the other hand, purchase intention refers to the consumer’s willingness to acquire a product or service in the near future. The methodology follows a qualitative approach using a systematic review of research studies. As a result, a total of 142 studies were identified, of which 22 were selected. The inclusion criteria considered the most relevant research on the topic from the years 2019 to 2024. Additionally, a search and analysis of scientific studies from articles published in Scopus-indexed journals was conducted. The discussion presents different perspectives on both terms, highlighting the strong links between influencer marketing and consumer purchase intention. It is concluded that Influencer Marketing, through the influencer’s credibility, is one of the most influential elements in purchase intention. Moreover, the perceived empathy between followers and influencers also emerges as a key factor in fostering emotional connections and parasocial relationships that enhance purchase intention.