Investigación sobre el papel del marketing de influencers en la configuración de la percepción de las marcas de lujo
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.11743Palabras clave:
Marketing de influencers, marcas de lujo, percepción del consumidor, redes sociales, exclusividad, credibilidad, SmartPLSResumen
El objetivo de este estudio es determinar cómo el marketing de influencers afecta a la percepción que tienen los consumidores de las marcas de lujo. Investiga cómo las redes sociales influyen en los sentimientos de los clientes, prestando especial atención a cómo la exclusividad, el deseo, la autenticidad y la narrativa son factores importantes en la percepción que tienen los consumidores de las marcas de lujo. Se utilizó una técnica cuantitativa para recopilar datos de 393 encuestados y se utilizó un cuestionario estandarizado para investigar cómo se veía influida la percepción que tenían los consumidores de las marcas de lujo. El análisis de los datos se realizó utilizando SmartPLS 4.0, que incluye el modelado de ecuaciones estructurales (SEM), para comprobar las hipótesis desarrolladas y evaluar las correlaciones entre las variables. Se ha demostrado que la fiabilidad y la credibilidad son componentes esenciales para crear una opinión favorable entre los clientes. Los directivos deben adaptar las tácticas de marketing de influencers para dirigirse al público y a su percepción de las marcas de lujo. El uso de influencers reales relevantes puede aumentar el atractivo de las marcas premium sin sacrificar la exclusividad. Al lograr un equilibrio entre accesibilidad y exclusividad, este estudio amplía nuestro conocimiento sobre cómo el marketing de influencers puede mantener y mejorar la imagen de las marcas premium. Proporciona a los directivos recomendaciones prácticas sobre cómo desenvolverse con éxito en el cambiante terreno del marketing digital.
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