Use of influencers in relation to clothing brand purchasing decisions among young millennials in the city of Tarapoto, 2019

Julio Manuel Sanchez-Alarcón, Gleiser Yoshrlin Chávez-Campos, Seidy Janice Vela-Reátegui and Pierre Vidaurre-Rojas

SAP Netnography, 2023

Abstract: The main objective of this research was to determine the relationship between the use of influencers and the decision to purchase clothing brands among young millennials in the city of Tarapoto in 2019; for this purpose, an observational methodology was used with a nonexperimental design with cross-sectional and correlational level, in addition, a sample of 374 millennial customers of the city of Tarapoto was used, for which a questionnaire was used where questions of both variables were detailed. The main findings indicated that there is a high level of use of influencers according to 73%, of which instagram influencers are the most prevalent according to 59.4% of the data, in addition, 73.8% of respondents evaluated their purchase decision as good. On the other hand, it was verified that the use of facebook, instagram and YouTube influencers are significantly related to the purchase decision, due to the fact that in the individual statistical tests a p - value equal to 0.000 was found. Finally, it was concluded by accepting the research hypothesis where it was indicated that the use of influencers is significantly related to the purchase decision of clothing brands in millenials in the city of Tarapoto, 2019.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cwf:netart:net202323

DOI: 10.62486/net202323

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