IDEAS home Printed from https://ideas.repec.org/a/cwf/netart/net202323.html

Use of influencers in relation to clothing brand purchasing decisions among young millennials in the city of Tarapoto, 2019

Author

Listed:
  • Sanchez-Alarcón, Julio Manuel
  • Chávez-Campos, Gleiser Yoshrlin
  • Vela-Reátegui, Seidy Janice
  • Vidaurre-Rojas, Pierre

Abstract

The main objective of this research was to determine the relationship between the use of influencers and the decision to purchase clothing brands among young millennials in the city of Tarapoto in 2019; for this purpose, an observational methodology was used with a nonexperimental design with cross-sectional and correlational level, in addition, a sample of 374 millennial customers of the city of Tarapoto was used, for which a questionnaire was used where questions of both variables were detailed. The main findings indicated that there is a high level of use of influencers according to 73%, of which instagram influencers are the most prevalent according to 59.4% of the data, in addition, 73.8% of respondents evaluated their purchase decision as good. On the other hand, it was verified that the use of facebook, instagram and YouTube influencers are significantly related to the purchase decision, due to the fact that in the individual statistical tests a p - value equal to 0.000 was found. Finally, it was concluded by accepting the research hypothesis where it was indicated that the use of influencers is significantly related to the purchase decision of clothing brands in millenials in the city of Tarapoto, 2019.

Suggested Citation

Handle: RePEc:cwf:netart:net202323
DOI: 10.62486/net202323
as

Download full text from publisher

File URL: https://southam.pub/journals/files/net/net202323en.pdf
Download Restriction: no
File URL: https://southam.pub/journals/files/net/net202323es.pdf
Download Restriction: no
File URL: https://libkey.io/10.62486/net202323?utm_source=ideas
LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
---><---

More about this item

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cwf:netart:net202323. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: South American Publishing Journals Manager (email available below). General contact details of provider: https://www.southam.pub/ .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.