Transformation of business marketing. Influencers and conventional advertising in the digital era

Abstract

This study explores the transformation of marketing in the province of Santa Elena, Ecuador, focusing on the influence of digital influencers versus conventional advertising methods. The main objective is to analyze consumer preferences regarding these advertising channels in an environment of rapid change towards digital. Through a survey applied to young people in the region, data was collected on their frequency of online purchases, the relevance of influencers' recommendations in their purchasing decisions and the perception of trust they generate compared to traditional advertising. The results show that social networks with influencer content capture significantly more consumers' attention and generate greater trust than traditional media, especially among those shop online frequently. Through cross-variable analysis, a correlation was observed between the frequency of online shopping and the relevance of influencer recommendations in purchase decisions, highlighting that consumers who regularly shop online value these recommendations more highly. The findings suggest that influencers have established themselves as a key tool to capture consumers' attention and guide their decisions, surpassing in several aspects the effectiveness of conventional media.