Influencia de los influencers en las decisiones de compra de consumidores, estudio de la publicidad nativa en plataformas digitales
| dc.contributor.advisor | Tapia Lemos, Jorge Daniel | |
| dc.contributor.author | Jurado Coloma, Nayely Johana | |
| dc.contributor.author | Vera Bustamante, Dayarianni Salomé | |
| dc.date.accessioned | 2025-05-06T16:11:51Z | |
| dc.date.available | 2025-05-06T16:11:51Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18215 | |
| dc.description | This project analyzed the influence of digital leaders in the purchase acquisitions of acquirers through the study of native advertising on digital platforms, using qualitative and quantitative methods, surveys and interviews with the audience and digital marketing experts were conducted to assess how the dissemination strategies employed by content creators impact the preferences and purchase behaviors. This study examined how digital promoters, through content designed to integrate naturally into platforms, contribute to the perception of trust and credibility of brands, which directly affects the purchase intention of users. The analysis begins with the evolution of native advertising, highlighting the characteristics, as well as the role of influencers in digital marketing. After this, a description was made detailing the techniques applied to manage data, deepening the relevance of user experiences and what were those strategies used by content creators. In addition, it was investigated how emotion connection and personalization influenced advertising acquisitions within different digital platforms. Finally, this study employed recommendations to leverage the use of digital leaders and native advertising, emphasizing the importance of establishing real contributions with digital promoters to maximize their impact of user consumption, this inquiry, provided recommendations to optimize the use of influencers and native advertising in purchasing decisions. | es_ES |
| dc.description | This project analyzed the influence of digital leaders in the purchase acquisitions of acquirers through the study of native advertising on digital platforms, using qualitative and quantitative methods, surveys and interviews with the audience and digital marketing experts were conducted to assess how the dissemination strategies employed by content creators impact the preferences and purchase behaviors. This study examined how digital promoters, through content designed to integrate naturally into platforms, contribute to the perception of trust and credibility of brands, which directly affects the purchase intention of users. The analysis begins with the evolution of native advertising, highlighting the characteristics, as well as the role of influencers in digital marketing. After this, a description was made detailing the techniques applied to manage data, deepening the relevance of user experiences and what were those strategies used by content creators. In addition, it was investigated how emotion connection and personalization influenced advertising acquisitions within different digital platforms. Finally, this study employed recommendations to leverage the use of digital leaders and native advertising, emphasizing the importance of establishing real contributions with digital promoters to maximize their impact of user consumption, this inquiry, provided recommendations to optimize the use of influencers and native advertising in purchasing decisions. | es_ES |
| dc.description.abstract | Este proyecto analizó la influencia de los líderes digitales en las adquisiciones de compra a los consumidores a través del estudio de la publicidad nativa en plataformas digitales, mediante métodos cualitativos y cuantitativos, se realizaron encuestas y entrevistas a la audiencia y expertos en marketing digital para evaluar como las estrategias de difusión empleadas por los creadores de contenidos impactan las preferencias y comportamientos de compra. Este estudio examinó como los influencers a través de contenido diseñado para integrarse de forma natural en las plataformas, contribuyen a la percepción de confianza y credibilidad de las marcas, lo que incide directamente en la intención de compra de los usuarios. El análisis inicia sobre la evolución de la publicidad nativa, destaca las características, así como también el papel de los influencers en el marketing digital. Luego de esto, se hizo una descripción detallada de las técnicas aplicadas para gestionar los datos, profundizar la relevancia de las experiencias de los usuarios y cuales fueron esas estrategias usadas por los creadores de contenido. Además, se indagó en como la conexión de emociones y la personalización influyeron en las adquisiciones publicitarias dentro de las diferentes plataformas digitales. Por último, este estudio empleó recomendaciones para potenciar el uso de los líderes digitales y la publicidad nativa, enfatizando la importancia de establecer contribuciones reales con los promotores digitales para maximizar su impacto de consumo de los usuarios, esta indagación, proporcionó recomendaciones para optimizar el uso de influencers y publicidad nativa en las decisiones de compra. | es_ES |
| dc.format.extent | 76p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Publicidad nativa | es_ES |
| dc.subject | Decisiones de compra | es_ES |
| dc.subject | Influencers | es_ES |
| dc.subject | Plataforma digital | es_ES |
| dc.title | Influencia de los influencers en las decisiones de compra de consumidores, estudio de la publicidad nativa en plataformas digitales | es_ES |
| dc.type | bachelorThesis | es_ES |
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