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Salud, Ciencia y Tecnología Metaverse Basic and Applied Research Data & Metadata Interdisciplinary Rehabilitation Salud, Ciencia y Tecnología - Serie de Conferencias Community and Interculturality in Dialogue Seminars in Medical Writing and Education Health Leadership and Quality of Life Gamification and Augmented Reality Southern perspective / Perspectiva austral
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Original
Published: 2023-12-23
DOI: https://doi.org/10.56294/piii20237

Influencer marketing and the buying decision of generation "Z" consumers in beauty and personal care companies

By
Jhossuha Johanan Bazán Chávez ,
Jhossuha Johanan Bazán Chávez

Universidad Tecnológica del Perú. Perú.

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Rosemary Estefany Ortega Trujillo ,
Rosemary Estefany Ortega Trujillo

Universidad Tecnológica del Perú. Perú.

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Bryan Luis Alonzo Hinojosa ,
Bryan Luis Alonzo Hinojosa

Universidad Tecnológica del Perú. Perú.

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Brian Andreé Meneses Claudio ,
Brian Andreé Meneses Claudio

Universidad Tecnológica del Perú. Perú.

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Ofelia Almendra Velasquez Mendoza ,
Ofelia Almendra Velasquez Mendoza

Universidad Tecnológica del Perú. Perú.

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Abstract

The main goal of the research is to decree the link between influencer marketing and the purchase decision of the consumers of generation "Z" in a company of the beauty industry in North Lima, 2023. In this way, the survey was used as a tool to collect data in a simple random sample. Following the limits established in the work, a finite population of 150 consumers was identified in the sector where the company located in North Lima competes. Using the sampling equation, with a confidence level of 95%, it was determined that 109 people qualified as the target audience in which the proposed surveys were conducted. Right after the information was collected and reviewed, it was established that influencer marketing influences people's purchase choice; it was defined that more than 45% of the respondents do have an influencer as a reference point. On the other hand, it is indicated that more than 45% of respondents see recommendations and comments on social media about the qualities of products in the beauty industry. Finally, in relation to the Influencer Marketing variable, it was indicated that consumers justify their purchase decision, looking for information on social media; the social network they mostly use is Instagram, because it provides greater regularity to search for information. In addition, it is considered that the opinion of influencers such as celebrities, Instagrammers or Youtubers improve the perception they have about a brand

Keywords:

Influencer Marketing,
Buy Decision,
Market Reach,
Social Media,

How to Cite

1.
Bazán Chávez JJ, Ortega Trujillo RE, Alonzo Hinojosa BL, Meneses Claudio BA, Velasquez Mendoza OA. Influencer marketing and the buying decision of generation "Z" consumers in beauty and personal care companies. SCT Proceedings in Interdisciplinary Insights and Innovations [Internet]. 2023 Dec. 23 [cited 2024 May 12];1:7. Available from: https://proceedings.saludcyt.ar/index.php/piii/article/view/7

Copyright Notice

The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.

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Vol. 1 (2023)
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