Abstract

CLEMENTE-RICOLFE, José-Serafin  and  ATIENZA-SANCHO, Patricia. Consumer perceptions of influencers’ sway over product purchasing. Comun. soc [online]. 2019, vol.16, e7296.  Epub Sep 19, 2020. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2019i0.7296.

This article considers consumer perceptions in order to analyze influencers in relation to product purchasing. To this end, a survey was conducted among a group of social media users between the ages of 16 and 34 years. Using principal component analysis, it was determined that the perceived dimensions of influencers coincide with those of traditional opinion leaders.

Keywords : Influencer; social media; digital marketing; consume.