Marketing de influencers en redes sociales

Influencers marketing is a new phenomenon that companies need to understand. Instagram is a social
network designed to connect different people in the world who have common tastes, desires and thoughts on a specific topic; (Veissi, 2017). A person with influence on social networks can have
an impact on the reputation of a brand in the minds of a large number of users immediately, something that a few years ago was implausible (Anzures, 2016); In addition to this, consumers provide greater credibility to the opinions and experiences shared by other users on the network about a product or brand than to the communication that emanates directly from the brand with a known commercial purpose (Carricajo Blanco, 2015). This study analyzes the characteristics that influence
the intention and finally the purchase of products / services by people who use social networks; who
finally become consumers through social networks; This study was based on conducting 381 surveys of
people in Spain and Colombia who use social media websites such as Instagram (Sánchez Torres et al.,
2018). If the influencers, hand in hand with the advertising discourse, really share the brand values with the companies and their feeling in what to do in society; will allow people to feel through influencers (message validators) that the message is real, that brands care about the consumer, that there is a two-way relationship and that ultimately the consumer is listened to and can choose (Erkan & Evans, 2016).