Influencer Marketing and the Purchase Decision from the Perspective of Male Consumers in Ica-2025

Illanes-Marca D.-R.; Palomino-Yupanqui H.-H.; Sologuren-Hernández V.-S. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2026) · DOI: 10.18687/laccei2026.1.1.1668

Resumen

This study analyzes the relationship between influencer marketing and the purchasing decisions of men in the city of Ica, Peru, during the year 2025. The study addresses the limited empirical evidence on how male consumers in mid-sized cities in Latin America respond to digital marketing strategies. A quantitative approach was applied, with a non-experimental, cross-sectional design, using a structured Likert-scale survey administered to a probabilistic sample of 383 men aged 18 to 34. The main variables were perceived authenticity, frequency of exposure to influencer content, and the social media platforms most frequently used. The results aim to determine the correlation between these dimensions and purchasing behavior. This study contributes to the understanding of consumers in regional digital markets, offering useful information for designing more effective, culturally relevant, and gender-inclusive digital campaigns.

Instituciones: Universidad Tecnológica del Perú