ESTUDIO SOBRE LA INFLUENCIA DE BLOGGERS Y YOUTUBERS EN EL PROCESO DE DECISIÓN DE COMPRA DEL MERCADO GUAYAQUILEÑO

Abstract

The advance of the internet in the last decade has allowed the development of new communication channels also called social networks. Through these applications, users demand a fast and effective communication not to say immediately what has made the traffic of blogs and YouTube channels increase significantly. Internationally and nationally these personalities have become influencers provoking a new advertising strategy for various brands and products. There is currently no study confirming or demonstrating the influence of these personalities in our country, but it is speculated that to this day blogs and YouTube channels have not reached their maximum potential as a local advertising tool. This is why, through this research seeks to determine the influence that can generate comments from bloggers and youtubers in the decision to buy the Guayaquil. For this purpose an exploratory and descriptive study will be carried out. The main results of the research show that although Bloggers and Youtubers create influences on Guayaquil consumers, the percentage of influence they generate still does not reach its peak, since it is a developing market. As an additional finding, it is concluded that Blogs and YouTube channels will become one of the main means of guidance.