Use of Micro-Influencers as a Creative Strategy in the SMEs of Mexico

Jovanna Nathalie Cervantes-Guzmán
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Jovanna Nathalie Cervantes-Guzmán: Centro Universitario de Ciencias Económico Administrativas, Universidad de Guadalajara, Mexico

International Journal of Online Marketing (IJOM), 2020, vol. 10, issue 3, 34-47

Abstract: The purpose of this article is to expose the relevance of the use of micro-influencers as a creative strategy in the marketing used by SMEs in Mexico. The methodology employed was deductive, exploratory, descriptive, correlational, and documentary. The information presented from the research carried out on the millennials shows that the productive life of an SME would obtain a considerable increase working on its publicity as a creative strategy with a micro influencer.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:10:y:2020:i:3:p:34-47

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