Palabras clave
Influencers
Percepción de exposición
Fidelidad de marca
Intención de compra
Confianza
Credibilidad
L'Oréal
YouTube
Cómo citar
Resumen
El contenido de influencers en YouTube constituye un recurso estratégico del marketing digital. Este estudio analizó el impacto del contenido de influencers en la lealtad hacia la marca L’Oréal en mujeres centennials (19-24 años) de Machala, Ecuador. Se empleó un enfoque cuantitativo, con diseño no experimental y alcance correlacional. Se utilizó una muestra no probabilística intencional de 384 participantes (IC = 95 %; ME = 5 %). Se aplicó una encuesta y, para el análisis estadístico, se empleó un modelo PLS-SEM que mostró adecuada consistencia interna (α de Cronbach = 0.877–0.934; CR = 0.886–0.950) y validez convergente (AVE = 0.671–0.792). Se evidenció que el contenido influyó en la exposición percibida (β = 0.766), fortaleciendo la credibilidad (β = 0.804), la confianza (β = 0.536) y la intención de compra (β = 0.379). La credibilidad impactó la confianza (β = 0.202) y la intención de compra mostró un efecto directo sobre la fidelidad (β = 0.815). El modelo explicó el 63.9 % de la variabilidad de la fidelidad (R² = 0.639). Se concluyó que el contenido de influencers reforzó la lealtad hacia la marca aportando exposición, credibilidad, confianza e intención de compra.
Citas
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