Key factors of Influencer Marketing in centennials users: Relational analysis with the purchase decision in the Peruvian context

Velasquez-Cruz J.C.; La Cunza Claudet R.D.C.; Paredes-León F. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/leird2025.1.1.1037

Resumen

The research aimed to determine the level of relationship between credibility, truthfulness, and brand awareness promoted by female influencers and the decision to purchase beauty products among female university students. The study examines the growing presence of female influencers in the beauty field, which has become a favorable medium for brand presence and positioning in recent years. The research employed a quantitative approach, along with a non-experimental, cross-sectional design and correlational scope. The population consisted of 50 students who consume beauty content and products, using a non-probabilistic convenience sampling application. An ordinal scale questionnaire was used, followed by a correlational approach with Spearman's Rho to determine the level of association between the mean values. The results reveal a positive correlation between the three factors analyzed and the decision to purchase beauty products, with a more moderate coefficient in brand awareness and truthfulness. This suggests that both factors may help predict changes in purchasing behavior. At the same time, the credibility of influencers is relegated to a low or marginal relationship in this market group. These results demonstrate that influencer brand management is a crucial task for companies in the beauty industry. © LEIRD 2025.All rights reserved.

Instituciones: Universidad Privada del Norte