The influence of digital content creators on purchase

Abstract

Currently, with the rapid development of technological innovation, human beings are living in an era where the digital environment is completely part of their daily lives. This change is increasingly technological and digital and for that reason, digital marketing has been a strong bet for companies to increase their sales. In this sense, digital content creators have been one of the ways for companies to reach their consumers more easily. With this technological evolution, the public has become more receptive to the content that is disseminated on social networks and for this reason digital content creators have been a bet for companies to increase their sales. In this context, the objective of this article is to analyze the influence of digital content creators on the purchase of products and services by consumers. Based on this assumption, a quantitative methodology was followed, through the development and application of a questionnaire to respond to the objectives of this study. The results indicated that the number of social networks that content is watched depends on age, but not on salary. It was also possible to determine, with 95% confidence, that the average number of hours spent watching content in which influencers recommend products/services is between 2.94 and 6.03 hours. Regarding the social network, who has Instagram as the most used social network, mostly follows some creator of digital content. As for the average age, it is lower for those who follow and higher for those who do not follow a digital content creator (33.22 years compared to 43.54 years). On the other hand, people who watch more hours of content on average are those who buy more products and services advertised by influencers (6.26 hours compared to 1.80 hours).