Impacto del Marketing de Influencers en las micro y pequeñas empresas de Guayaquil

Abstract

Currently, influencer marketing has represented an important impact on the market, because it has been used as a main tool for the promotion of products and services by micro and small businesses nationwide. Based on this, the present research article had the objective of analyzing the impact of Influencer Marketing in micro and small businesses in Guayaquil. For the fulfillment of this purpose, a descriptive and bibliographic research with a mixed approach was used, that is, qualitative and quantitative, since analytical tools were used to identify the main characteristics of the problem studied and a survey was applied to analyze Influencer Marketing in SMEs in Guayaquil. The main result was that nowadays Influencers are used to create advertising to increase the sales of companies and their growth in the market through the identification of their target market. Similarly, this type of marketing allows companies to increase their target audience and position themselves.