Instagram influencers and their contribution to consumer purchasing motivations in Latin America

Juan Cruz Arocena and Javier Romero
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Juan Cruz Arocena: Universidad Siglo 21, Lic. en Comercialización. Argentina
Javier Romero: Universidad Siglo 21, Lic. en Comercialización. Argentina

Diginomics, 2023, vol. 2, 57

Abstract: In recent times, the use of social networks has increased around the world. Users in Latin America are more connected than ever and spend more time on the screen than in the rest of the continents. This increase has resulted in more and more content creators on Instagram with communities of hundreds of miles or even millions of followers who are known as influencers. For companies, it has become a necessity to have a good presence on Instagram, investing millions of dollars in digital marketing campaigns and paid collaborations with influencers to boost sales and position products and services. That is why this work focused, specifically, on analyzing the impact of instagram influencers on the consumption patterns of Latin American consumers. With the help of Marketing Ingenioso (@marketingenioso), the largest Spanish-speaking Instagram marketing community, an investigation was carried out that analyzed data from 4,200 Instagram users in Latin America. It was found that 45.5% of users admit to spending between 2 and 3 per day on Instagram and 80% of those surveyed users discover new products and services on Instagram.

Keywords: Influence Marketing; digital communities; online consumer behavior; Instagram (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cwg:digino:v:2:y:2023:id:57

DOI: 10.56294/digi202357

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