Influencers y moda: efecto en la intención  de compra en mujeres millennials en la  ciudad de Cuenca (Ecuador)

Pablo González Loyola; Daniela Paulina Inga Delgado; Jessenia Jiménez Pesantez

doi:10.51302/marketing.2023.19305

Authors

Pablo González Loyola Universidad de Cuenca (Ecuador) https://orcid.org/0000-0003-4537-5685
Paulina Inga Delgado Universidad de Cuenca https://orcid.org/0009-0002-8180-4766
Jessenia Jiménez Pesantez Universidad de Cuenca https://orcid.org/0009-0001-3374-6402

DOI:

https://doi.org/10.51302/marketing.2023.19305

Keywords:

influencer, purchase intention, source credibility model, millennials, casual clothing, fashion, marketing

Abstract

The following research applies the source credibility theory to determine the effect of Instagram influencers’ characteristics on the purchase intention of millennials in the fashion industry, specifically within the casual clothing category. The study involved a structured survey conducted on 346 millennial women in Cuenca, aged between 25 and 39 years, residing in urban areas. The sampling technique used was stratified random sampling with proportional allocation.

The collected data was subjected to confirmatory factor analysis (CFA) to select and prioritize significant variables, using maximum likelihood estimation as the estimator. Finally, structural equation modeling (SEM) was applied to test the proposed hypotheses and achieve the research objectives.

The results indicate that only three influencer characteristics have a significant relationship with purchase intention: similarity, experience, and familiarity. Among these, familiarity has a direct relationship with the dependent variable, and its origin is mediated through the two previously mentioned constructs. On the other hand, reliability was found to be insignificant and was therefore excluded from the model.

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Author Biographies

Pablo González Loyola, Universidad de Cuenca (Ecuador)

Profesional con pregrado en marketing, cuenta con un MBA y maestrías en Mercadotecnia y Business Intelligence, además de especializaciones en neuromarketing, marketing digital, comunicación y publicidad. Docente de asignaturas como Comportamiento del Consumidor, Publicidad o Investigación de Mercados en programas de pregrado y posgrado. En lo profesional ha ejercido como gerente de mercadeo en empresas del sector financiero, de turismo y comercialización de calzado. Actualmente, además de la actividad académica, comparte tiempo como consultor/asesor de instituciones públicas y privadas en áreas de en planificación y gestión comercial y de marketing.

Paulina Inga Delgado, Universidad de Cuenca

Egresada de la carrera de Marketing por la Universidad de Cuenca, destaca por sus habilidades en pensamiento analítico, comunicación efectiva, trabajo en equipo, empatía y adaptabilidad. Ha trabajado como asistente de marketing, social media manager encargada del posicionamiento y estrategias digitales para emprendedores, y actualmente como consultora independiente con cuentas en el sector de la salud y decoración.

Jessenia Jiménez Pesantez, Universidad de Cuenca

Recientemente titulada como ingeniera en Marketing por la Universidad de Cuenca, en la cual ha destacado como una persona con habilidades de comunicación efectiva, capacidad de toma de decisiones, empatía, liderazgo y adaptabilidad. Experiencia profesional en trademarketing, gerencia de negocios y actualmente gerencia de marketing en el sector hotelero.

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