Efecto de influencers foodies en la intención de compra de los consumidores millennials a través de las redes sociales en la ciudad de Guayaquil.

Abstract

Influencers have become a new business scheme, focused on content on social networks with varied topics, becoming a digital work style that demonstrates a lifestyle, a certain topic or a factor of interest. Influencers are important in today's economic society since they function to enhance themselves as brand ambassadors, allowing companies or ventures to increase their presence in the market. A classification of influencers foodie, focused on developing content on their social networks and combining it with a passion for cooking and gastronomy. Also becoming a profitable option to promote gastronomic trade in the city of Guayaquil. The research showed that it is a viable option that will depend mainly on the strategy implemented by the marketing agency, the type of business that will benefit from the activity and the type of foodie influencers to use. It is necessary for the market to mainly determine its target audience to, based on customers, establish which influencer will generate the best result in order to increase market share and brand image.