Inuencer marketing and its impact on customer purchase decisions in
the fashion and beauty sector in Ecuador
El marketing de inuencias y su efecto en la decisión de compra de los clientes
en el sector de la moda y la belleza en Ecuador
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| 207
January-June of 2024
ISSN: 1696-019X / e-ISSN: 2386-3978
How to cite this article:
González Marín, N. C.; Guiracocha Arriciaga, R. V.; Cueva Estrada, J. and Sumba, N. (2024). Inuencer marketing and its impact on customer
purchase decisions in the fashion and beauty sector in Ecuador.
Doxa Comunicación
, 38, pp. 207-226.
https://doi.org/10.31921/doxacom.n38a1993
Nivia Carolina González Marín.
Bachelor’s Degree in Graphic Design. Master’s in Business Administration with a
specialisation in Project Management from Universidad Politécnica Salesiana.
University Politécnica Salesiana, Ecuador
[email protected]
ORCID: 0009-0007-5242-0057
Rosa Virginia Guiracocha Arriciaga.
Bachelor’s Degree in Accounting and Auditing. Master’s in Business
Administration with a major in Project Management from Universidad Politécnica Salesiana.
University Politécnica Salesiana, Ecuador
[email protected]
ORCID: 0009-0006-2409-1658
Jorge Cueva Estrada.
Researcher and professor at Universidad Politécnica Salesiana. He has published more than
30 articles in scientic journals of international prestige. Apart from his academic activities, he is also editor-in-chief
of the journal
Retos en Ecuador
, as well as a member of the following research groups:
Grupo de Investigación Socio-
Económica y Empresarial
(GISEE);
Grupo de Innovación Educativa Mejorando las Prácticas Áulicas
(GIE-MPA); and
Grupo de Investigación en Enseñanza –Aprendizaje de Las Ciencias Para la Ingeniería
(GIEACI). His research study
entitled “Inuencer marketing and its impact on the buying behaviour of millennial consumers” was lauded as the
best article in the Issue 25 of the Colombian journal
Suma de Negocios
. He also holds a Master’s Degree in Business
Administration from Salesiana Polytechnic University, and is currently pursuing a PhD at Rey Juan Carlos University in
Spain as well. His main lines of research include Marketing, Administration, Management, Technology, and Education.
University Politécnica Salesiana, Ecuador
[email protected]
University Rey Juan Carlos, Spain
[email protected]
ORCID: 0000-0002-3055-1060
is content is published under Creative Commons Attribution Non-Commercial License. International License CC BY-NC 4.0
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Nicolas Sumba.
Currently working toward a PhD in social and legal science at Universidad Rey Juan, Spain. He also
holds a Master’s Degree in Business Administration and is a full-time lecturer and researcher at Universidad Politécnica
Salesiana, Guayaquil Campus, Ecuador. He has been involved in various teaching endeavours, in addition to several
research projects with positive results. Mr. Sumba is also the author of several publications related to the role of ICT
in education, marketing, and educational inclusion. He has coordinated several social projects in connection with his
studies in business administration, and is currently assistant editor of
RETOS
, a journal of administrative and economic
science. He is also a member of the following research groups:
Grupo de Investigación Socioeconómica y Empresarial
(GISEE);
Grupo de Innovación Educativa Mejorando las Prácticas Áulicas
(GIE-MPA); and
Grupo de Innovación
Educativa Tecnologías de la Información y Comunicaciones en el proceso de enseñanza – aprendizaje
(GIE-TICEA)
University Politécnica Salesiana, Ecuador
[email protected]
University Rey Juan Carlos, Spain
[email protected]
ORCID: 0000-0001-7163-4252
Received: 12/05/2023 - Accepted: 07/09/2023 - Early access: 10/10/2023 - Published: 01/01/2024
Recibido: 12/05/2023 - Aceptado: 07/09/2023- En edición: 10/10/2023 - Publicado: 01/01/2024
Abstract:
e changing context in which companies develop their business
activity has compelled them to modify their communication strategy,
and this is where inuencer marketing and its standard bearer, the
inuencer, come into play. e aim of this study is to analyse the impact
of inuencer marketing on the purchase decisions of customers in the
fashion and beauty sector, for which a non-experimental design with a
correlational scope was carried out. A questionnaire was administered
to 402 fashion product consumers and 393 beauty product users.
A strong positive correlation (0.863), as well as an average positive
correlation (0.738), between this type of marketing and the consumer’s
decision to purchase fashion and beauty products, respectively,
indicates that the proper use of this type of marketing can provide
companies with an important tool for inducing the purchase of their
products.
Keywords:
Beauty; purchase decision; inuencer; inuencer marketing; fashion.
Resumen:
El contexto cambiante en que las empresas desarrollan sus negocios las
ha obligado a modicar también su estrategia comunicacional, es aquí,
donde el marketing de inuencias y su abanderado, el inuencer, en
-
tran en escena. El objetivo del estudio es analizar el efecto del marketing
de inuencias en la decisión de compra de los clientes en el sector de
la moda y la belleza, para ello se realizó un diseño no experimental y
de alcance correlacional. Se aplicó un cuestionario a 402 consumidores
de productos de moda y 393 consumidores de productos de belleza. La
correlación positiva fuerte (0.863) y correlación positiva media (0.738)
hallada entre esta vertiente del marketing y la decisión de compra del
consumidor de productos de moda y belleza respectivamente, permite
indicar que una correcta aplicación de este tipo de marketing permite
a las empresas dotarse de una herramienta importante para motivar la
compra de sus productos.
Palabras clave:
Belleza; decisión de compra; inuencer; marketing de inuencias; moda.
1. Introduction
e eects of globalisation, together with advances in information and communication technology (ICT) have aected all
activity carried out by various societies on a global scale. Moreover, companies are not exempt from these eects, as they
compete ercely among themselves to gain market share at the national and international levels. To do so, they use the
benets oered by ICT (Peñael and Lopez, 2012; Ramos 2022; González, Ipaz Erazo and Turriago, 2022). Within the business
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environment, one of the most widely used strategies is marketing in all of its aspects, including the following: content, social,
digital, green, inuencer marketing (IM), and others. ese marketing strategies can be used in diverse economic sectors, and
they currently depend mostly on the internet and ICT, which is conrmed by Armstrong and Kotler (2012), who assert that
companies need to consider new ways of oering value to their customers using digital media.
Emerging technology and the internet are factors that have led to the development and reinforcement of the digital ecosystem,
in which individuals as well as companies and organisations, both public and private, are immersed (Sumba, Cueva and López,
2018; Rodas-Tobar et al., 2022; Spitsina, Kretinin and Spitsin, 2022). is ecosystem is the place where digital customers have
appeared. Moreover, these consumers have ubiquitous access to information such as prices, product features, ratings, and
other data obtained through digital mobile devices, while in constant interaction with other members of the digital community
(Delgado, 2016; Guaña, Quinatoa and Pérez, 2017; Guerra et al. 2021).
is last point is where social networks come into play and assume a key role, as these platforms allow interaction and
communication among individuals where virtual communities are created. Furthermore, not only are virtual consumers
represented, but also companies with their diverse marketing strategies, some of which are based on inuencer marketing
(IM). is new type of relationship between customers and companies is having a signicant impact on the buying behaviour
of consumers, who are moving to the online environment to carry out their purchases. Given this situation, the following
research question is posed: Are inuencer marketing strategies eective in persuading fashion and beauty customers in
Ecuador to make a decision to purchase (PD)?
1.1. Virtual communities
Virtual communities use social networks for communication and interaction, as these digital platforms allow individuals to
share ideas, experiences, and opinions about products or services in real time, and from any geographical location. ey also
enable users to share diverse perspectives, criticism and debate (Neira, 2017; López, Beltrán, Morales and Cavero, 2018; Cueva
et al., 2021). In this regard, Linares (2013) points out that this exchange of opinion among customers in virtual communities
inuences purchase decisions (PD), as potential customers are able to obtain information and evaluate various product
options, in addition to receiving feedback and reviews from other consumers. Peña-García (2016) agrees, indicating that prior
to making a purchase decision, consumers seek information about the desired product or service through social networks.
On the other hand, companies also use social networks, or at least they should, in order to provide their target market
with detailed, relevant and interesting information about the products or services they oer. Social networks can be used
by companies as a type of high-powered megaphone to achieve a multiplier eect of their message to the market (Nielsen,
2017). In this regard, Ponce and Cordelier (2019) point out that businesses can use emotional messages on social networks
to try to achieve higher visualisation and interaction from their community, while at the same time gaining feedback on their
consumers’ tastes and preferences.
However, this positive scenario is not achieved by all companies, as some fail to develop a marketing strategy focused on specic
market segments, and instead use a generalist approach, which produces feelings of fatigue and saturation in the individuals
who comprise the virtual communities (Moreira-Avilés et al., 2023).Along these lines, Osorio, Peláez and Rodríguez (2020)
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point out that the excessive reliance by companies on both traditional and digital media can lead to a decrease in engagement
and interaction with the target audience receiving the message.
Virtual communities have been growing over the last two decades, fuelled by widespread internet access in society. According
to World Bank data (2020), 74% of the population of Latin America and the Caribbean use the internet, while the same report
indicates that 71% of Ecuadorians use and have access to the internet. is high percentage of internet access enables the
general population to have a wide choice of media outlets through digital platforms, as well as free access to information and
resources, and the opportunity to work and study online (Ibujés and Franco, 2019).
Increased access to this vast digital communications network, as well as the exponential proliferation of technological devices,
has meant that both customers and companies are changing the way they communicate and express ideas to each other,
given that this interaction is now carried out in a bi-directional way thanks to this new technology. ese new communication
channels between companies and customers have opened up a wide range of options, including the joint creation and
development of products that meet the latent preferences and needs of consumers. In this regard, Dávila (2018) points out
that ICT allows companies to add value to their products and services, leading to a better consumer experience, while Wilches
(2020) asserts that this joint development of products gives companies a competitive edge over their rivals, while generating
greater satisfaction for their consumers in using their products and services.
1.2. Inuencers and social networks
e rapid expansion of technological devices, as well as greater availability of internet access, has led to the design of advertising
and marketing strategies aimed at luring and capturing the interest of consumers. However, the inappropriate and random use
of technology by organisations usually has the opposite eect on consumers or potential customers, such as uneasiness due
to excessive advertising in social networks and virtual environments. Such discomfort frequently leads to disinterest by users
in the companies that generate this content, which is often managed in a way that is impersonal and not adapted to people’s
needs and preferences (Fransi, Ramón and Baldomar, 2013; Gómez-Nieto, 2016; Fernández-Barros 2017).
In this swirl of advertising that saturates email inboxes and social networks, inuencers have appeared. As charismatic content
creators intensely active in virtual communities, they have obtained signicant numbers of followers on social networks. Due
to the high level of trust and recognition they have gained through content creation, inuencers have become modern day
prescribers in the age of social media and the Internet. For Pérez and Clavijo (2017), inuencers are opinion leaders on a
specic topic, who are constantly updating their knowledge and experience in order to produce content for their followers,
with whom they have a certain amount of inuence due to the knowledge and experience they have in relation to the specic
eld in which they operate. Consequently, companies analyse the socio-demographic features of those who follow inuencers
in order to determine whether they are potential customers and, if so, the businesses try to recommend a product or service
to them through these inuencers.
In the search for information, which is the second stage of the PD process, the inuencer can become an important role model
for consumers and have a direct impact on their purchase decisions, which is why companies select one or several inuencers
to be ambassadors of their brands in virtual communities. However, to achieve this objective, the inuencer’s values must be
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in line with those of the company, as these will be reected in the advertising produced. In addition, the socio-demographic
characteristics of the inuencers must be similar to those of their target audience, and the “lingo”, or type of language used,
must be in consonance with that of their followers as well. ese qualities help inuencers establish a close bond with their
followers, while at the same time dierentiating themselves from traditional inuencers (Díaz, 2017; Farivar and Wang, 2022).
Table 1 oers a detailed classication of inuencers.
Table 1. Classication of inuencers
ClassicationDescription
Celebrities:
ese are people who are easily recognised thanks to their high prole in the mass media, yet their prescriptive
inuence is rather low, as their recommendations are seen as promotions or advertising. ey change from having
a strong presence in the oine world to taking an active role in the online world. ey appear in announcements
where heightened brand visibility is needed.
Opinion leaders:
ese individuals are journalists, professionals, or experts on a specic topic. eir main attribute is that they pro
-
vide high quality content to their followers. ey can also be dened as ordinary individuals who become well
known through social networks due to their mastery and constant updating of knowledge on a specic topic, and
they collaborate with brands by conveying a message based on expertise and credibility.
Micro-inuencers:
ese people are very active on social networks, with a much smaller number of followers than the previous two
types, but with considerable clout with their community. ey help companies inuence people’s PD due to the
high level of trust their followers place in them.
Source: created by the authors based on Díaz (2017)
1.3. Inuencer marketing
Businesses are increasingly aware that they need to incorporate a diversity of communication and marketing tools and
strategies to achieve higher prots, and to attain a stronger position in the market. With the arrival of inuencers, together with
the aim of companies to attract audiences and promote the marketing of their products and services, inuencer marketing
(IM) has emerged. Castelló and Del Pino (2015) point out that this aspect of marketing is important for increasing sales
through recommendations given by celebrities and famous people to their followers about a product or service, as long as
these followers have characteristics and interests that are similar to those of the company’s target audience. Along the same
lines, Liu (2022) points out that celebrity inuencer characteristics, such as trustworthiness, attractiveness, credibility and
expertise enhance impulsive purchases of products and the intention to buy.
Santamaría and Meana (2017) assert that advertising strategies based on the use of inuencers began in the late 2000s with
the advent and growth of personal blogs, which allowed readers to get the opinion of other people who might have had some
degree of inuence over them, thanks to their mastery of a particular topic. It should be noted that this individual may not be
widely known, nor be an opinion leader, but they often gain recognition through content shared through other digital media
that is trustworthy and of interest to their community.
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Suárez (2021) describes it as a type of marketing based on recommendations made by third parties, generally outside the
company, related to the consumption of a product or service. In this regard, Bentley et al. (2021) note that people interact with
inuencers because they oer content that is entertaining, timely and interesting. Likewise, Gutiérrez, Gassiot and Alabart
(2021) point out that 80.7% of equestrian product consumers in Spain learn about new products through an inuencer, and
55.4% claim to have made a purchase as a result.
For Sanmiguel (2020), IM can be classied into two large categories: 1) organic inuencer marketing, in which a micro-
inuencer supports a brand in an advertising campaign but does not receive any remuneration from the company, yet both
parties benet in other ways; and 2) paid inuencer marketing, a type of advertising in which companies pay for the services
of the inuencers who support the brand.
1.4. e fashion and beauty sector
According to a report by Statista (2022), there are around 300 million digital shoppers in Latin America, and this gure is
expected to grow by more than 20% by 2027. However, the same report points out that the acceptance of e-commerce in the
Latin American region is still lower than in other regions with emerging economies. is coincides with the ndings of López
and Andrade (2020), who state that only 23% of the textile companies in Ecuador use e-commerce in their business activity.
Nielsen (2021), a world leader in audience research, published the results of a study on fashion shopping and consumption
habits in 2021. e study points out that most fashion purchases were made online, and that men’s fashion comprised the
largest number of purchases. In addition, the report adds that inuencers have a 65% impact on women’s fashion, with the
most inuential areas being clothing, perfumes, tourism and food.
Concerning fashion and beauty in Ecuador, Maldonado (2014) argues that the desire of Ecuadorians to have a good appearance
has led to a protable business sector, both for investors and Ecuadorian cosmetic producers, given that fashion and beauty
is a sector in which consumers do not consider the cost of a product at the time of purchase. In this regard, some key data
bear mentioning, which were published in a report by the
Corporación Financiera Nacional
CFN
(2020) [national nance
corporation]. e report states that 280 companies were founded in this sector in 2019, 74% of which are located in Guayas
(40%) and Pichincha (34%). In addition, from 2016 to August 2020 the majority of exports in this sector were destined for the
United States.
us, it can be inferred from the previous section that the fashion and beauty market in Ecuador is an important part of the
country’s economy. On the other hand, considering the current competitive and globalised world where companies conduct
their business activity, they must look for innovative strategies to attract people’s attention or try to inuence their PD using
other available means. erefore, the aim of this research is to analyse the impact of IM on customer PD in the fashion and
beauty sector in Ecuador.
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2. Methodology
is research was conducted using an empirical and non-experimental methodology. For that reason, a survey was employed
as the data collection tool. Moreover, the research method was also descriptive, which allows the object of research to be
explained in detail (RO) by studying the characteristics of inuencers and the values inherent to these attributes (Heinemann,
2003; Espinoza 2018). e study is also correlational, given that the aim is to identify the relationship between two concepts
or variables and to measure those associations. To do so, the following steps must be carried out: 1. e variables must be
measured; 2. ey must be quantied; 3. ey must be analysed; and 4. e value of the correlation must be established
(Hernández, Fernández and Baptista, 2014).
In the present study, it should be noted that the methodology used was focused on cross-sectional data collection (Cvetkovic-
Vega et al., 2021), which took place during February of 2023.
e customers of businesses involved in the fashion and beauty industry were surveyed in Ecuador’s three largest cities:
Quito, Guayaquil, and Cuenca. e objective was to gather the opinions of customers in these sectors with regard to the IM
strategies used by the companies, which allowed the authors to observe whether the strategies had an impact on their PD.
e study universe consisted of individuals in the working age population (WAP) of Ecuador which, according to the
Instituto
Ecuatoriano de Estadísticas y Censos
[Ecuadorian Institute of Statistics and Census] (
INEC
, 2022), is 8.4 million Ecuadorians.
As this study aims to analyse whether inuencer marketing has a persuasive impact on purchases in both the fashion and
beauty markets in Ecuador, two samples have been used, so that the results obtained can be inferred separately for both
sectors.
Data collection was carried out in-person by a group of interviewers outside the establishments related to the sectors involved
in the study. A strict selection criterion was used, whereby only those persons identied as regular customers of those
establishments were included in the sample. is process was rigorously carried out until a sucient number of people had
been reached for the samples, thus guaranteeing the validity of the data collected.
Before conducting the interviews, pre-tests were carried out in order to assess their validity and reliability. e tool was
validated by three marketing experts and subsequently tested on a sample of 30 individuals, after which the reliability of
the survey was assessed using Cronbach’s alpha coecient. is phase contributed signicantly to ne-tuning the survey,
allowing for necessary adjustments to rene its ability to measure the variables of interest in an ecient manner.
e arrangement of the samples and the reliability of the tool can be seen in Table 2.
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Table 2. Distribution of the samples
Independent VariableDependent variableSample sizeSample sub-division
IM in the beauty sector
PD process of customers
in the beauty sector
393
Women
I prefer not to give this
information
(CI 95%, 5%)
Cronbach’s alpha coecient
0.939
Quito, Guayaquil and Cuenca,
at least 130 people surveyed in
each city.
IM in the fashion secto
r
PD process of customers
in the fashion sector
402
Men and
Women
I prefer not to give this
information
(CI 95%, 5%)
Cronbach’s alpha coecient
0.929
Quito, Guayaquil, and Cuenca,
at least 130 people surveyed in
each city.
Source: created by the authors
To determine whether IM strategies have a convincing impact on customer decision-making in the beauty sector in Ecuador,
the rst hypothesis was the following: IM has a persuasive eect on customer PD in the beauty sector in Ecuador. To test the
hypothesis, a sample of 393 people was collected. e decision was made to include only women and people who preferred not
to state their gender, as this sector involves the purchase and sale of creams, masks, make-up, and make-up powder, among
other cosmetic products, which are mainly purchased by women.
In order to establish whether IM strategies have a convincing impact on customer decision-making in the fashion sector in
Ecuador, the second hypothesis was set as follows: IM has a persuasive eect on the purchase decisions of customers in the
fashion sector in Ecuador. A sample of 402 people was collected, including men, women and people who preferred not to
mention their gender. It should be noted that this sector involves the purchase and sale of clothing and fashion accessories
such as leather products, fabrics, and hats, among others.
Table 3 below shows the operationalisation of the variables used in the study, which is in line with the review of diverse research
mentioned in the previous section.
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Table 3. Operationalisation of the variables
Variable
Sector under analysis
DimensionsIndicators
Inuencer marketing
Fashion sector
Beauty sector
Types of inuencers by
number of followers
1. Celebrity Inuencer
2. Opinion leader
3. Micro-inuencer
Inuencer
characteristics
4. Number of followers
5. Types of followers
6. Interaction
/
Platforms used by
inuencers
7. Website
8. YouTube channel
9. Social media
PD
of the consumer
Fashion sector
Beauty sector
PD process of the buyer
10, 11, 12. PD according to type of
inuencer
13, 14, 15. PD according to the
characteristics of the inuencer
16, 17, 18. PD according to the platform
used by the inuencer
Source: created by the authors based on Díaz (2017)
e data collected were compiled and analysed using SPSS software version 25.
3. Results
In relation to the current situation of customers in the fashion and beauty sector, Figure 1 shows the preference of people in
each of these sectors when shopping.
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Figure 1. Buying preferences of fashion and beauty customers
/
Platforms used
by influencers
7.
Website
8.
YouTube channel
9.
Social media
PD
of the
consumer
Fashion sector
Beauty sector
PD process of the
buyer
10, 11, 12. PD according
to type of influencer
13, 14, 15. PD according
to the characteristics of
the influencer
16, 17, 18. PD according
to the platform used by
the influencer
Source: created by the authors based on Díaz (2017)
The data collected were compiled and analysed using SPSS software version 25.
3.
Results
In relation to the current situation of customers in the fashion and beauty sector, Figure 1
shows the preference of people in each of these sectors when shopping.
Figure 1. Buying preferences of fashion and beauty customers
Source: created by the authors
Regarding the factors that customers in both sectors believe exert an influence on their
purchasing behaviour, Figure 2 shows the distribution of the results.
62,09%
75,12%
37,91%
24,88%
BeautyFashion
In-person
Online
Source: created by the authors
Regarding the factors that customers in both sectors believe exert an inuence on their purchasing behaviour, Figure 2 shows
the distribution of the results.
Figure 2. Factors that inuence the buying behaviour of Fashion and Beauty customers
Figure 2. Factors that influence the buying behaviour of Fashion and Beauty customers
Source: created by the authors
To confirm the first hypothesis, each of the responses of the beauty customers in the IM
and
PD
dimensions were aggregated. In order to interpret the data, a Kolmogorov
-
Smirnov normality test (PNKS) was applied, and it was found that the data did not achieve
normality. Consequently, Spearman's Rho correlation coefficient (SR CC) was employed
to verify the existence of a linear relationship between the variables. Table 4. Details of
the correlation between the dimensions: IM and PD in the beauty sector.
Table 4. Spearman's Rho calculations: IM and PD in the Beauty (B) sector
Type_Influencer_
B
PDB_Type_Influe
ncer
Intensity
Type_Influencer_
B
SRCC
1.000
.654**
Average
positive
correlation
Characteristics_I
nfluencer_B
PDB_Characteris
tics_Influencer
Characteristics_I
nfluencer_B
SRCC
1.000
.613**
Average
positive
correlation
Platform_Influen
cer_B
PDB_Platform_In
fluencer
Platform_Influenc
er_B
SRCC
1.000
.747**
Average
positive
correlation
N
393
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| 217
To conrm the rst hypothesis, each of the responses of the beauty customers in the IM and PD dimensions were aggregated.
In order to interpret the data, a Kolmogorov-Smirnov normality test (PNKS) was applied, and it was found that the data did not
achieve normality. Consequently, Spearman’s Rho correlation coecient (SR CC) was employed to verify the existence of a
linear relationship between the variables. Table 4. Details of the correlation between the dimensions: IM and PD in the beauty
sector.
Table 4. Spearman’s Rho calculations: IM and PD in the Beauty (B) sector
Type_Inuencer_BPDB_Type_InuencerIntensity
Type_Inuencer_B
SRCC1.000.654**
Average positive
correlation
Characteristics_
Inuencer_B
PDB_Characteristics_
Inuencer
Characteristics_
Inuencer_B
SRCC1.000.613**
Average positive
correlation
Platform_Inuencer_B
PDB_Platform_
Inuencer
Platform_Inuencer_BSRCC1.000.747**
Average positive
correlation
N
393
**Correlation is signicant at the 0.01 level (bilateral)
Source: created by the authors
To get an overview of the relationship between IM and PD strategies of customers in the beauty sector, a scatter diagram was
made (see Figure 3. Subsequently, the SRCC was applied to obtain a numerical result (see Table 5).
218 |
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Table 5. Correlation of IM (Sum_IMB) and PD (Sum_PDB) of beauty sector customers
Sum_IMBSum_PDB
Sum_MIB
SRCC1.000
.738** Average positive correlation
P
-value (bilateral)
.000
N393393
Sum_PDB
SRCC
.738** Average positive correlation
1.000
P
-value (bilateral)
.000
N393393
**Correlation is signicant at the 0.01 level (bilateral)
Source: created by the authors
Figure 3. Scatter diagram of IM (Sum_IMB) and PD (Sum_PDB) of beauty sector customers
To get an overview of the relationship between IM and PD strategies of customers in the
beauty sector, a scatter diagram was made (see Figure 3. Subsequently, the SRCC was
applied to obtain a numerical result (see Table 5).
Table 5. Correlation of IM (Sum_IMB) and PD (Sum_PDB) of beauty sector customers
Sum_IMB
Sum_PDB
Sum_MIB
SRCC
1.000
.738** Average positive
correlation
P
-value
(bilateral)
.000
N
393
393
Sum_PDB
SRCC
.738**
Average
positive
correlation
1.000
P
-value
(bilateral)
.000
N
393
393
**Correlation is significant at the 0.01 level (bilateral)
Source: created by the authors
Figure 3. Scatter diagram of IM (Sum_IMB) and PD (Sum_PDB) of beauty sector customers
Source: created by the authors
To confirm the second
hypothesis, each fashion customer’s responses to the IM and PD
dimensions were aggregated, and the same tests that were used for the beauty sector were
applied. Table 6 shows the correlation between the IM and PD dimensions in the fashion
sector.
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To conrm the second hypothesis, each fashion customer’s responses to the IM and PD dimensions were aggregated, and the
same tests that were used for the beauty sector were applied. Table 6 shows the correlation between the IM and PD dimensions
in the fashion sector.
doxa.comunicación |
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| 219
Table 6. Spearman’s Rho calculations of IM and PD in the Fashion sector (F)
Type_Inuencer_FPDF_Type_InuencerIntensity
Type_
Inuencer_F
SRCC1.000.797**
Strong positive
correlation
Characteristics_
Inuencer_F
PDF_Characteristics_
Inuencer
Characteristics_
Inuencer_F
SRCC1.000.783**
Strong positive
correlation
Platform_Inuencer_F
PDF
_Platform_
Inuencer
Platform_
Inuencer_F
SRCC1.000.789**
Strong positive
correlation
N
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Source: created by the authors
At this point, to give an overview of the relationship between the IM and PD strategies of customers in the fashion sector, a
scatter diagram is provided (see Figure 4). Afterward, an SRCC was applied to get a numerical result (see Table 7).
Table 7. Correlation of IM (Sum_IMF) and PD (Sum_PDF) of fashion sector customers
Sum_IMFSum_PDF
Sum_IMF
SRCC1.000
.863** Strong positive correlation
P
-value (bilateral)
.000
N402402
Sum_ PDF
SRCC
.863** Strong positive correlation
1.000
P
-value (bilateral)
.000
N402402
**Correlation is found to be signicant at the 0.01 level (bilateral)
Source: created by the authors
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Figure 4. Scatter diagram of IM (Sum_IMF) and PD (Sum_PDF) of Fashion sector customers
Figure 4. Scatter diagram of IM (Sum_IMF) and PD (Sum_PDF) of Fashion sector
customers
Source: created by the authors.
4.
Discussion
At first sight, the strong positive correlation (Spearman’s Rho, 0.863) between influencer
marketing and the purchase decisions of fashion products by consumers seems to indicate
that companies in this sector can benefit from proper implementation of this type of
marketing. In this regard, Cuadros (2017) points out that people who follow fashion
influencers and are impacted by them are generally interested in these types of products,
given that they pursue and follow these leaders in order to gather information on current
events and trends in fashion. However, these findings contradict those of Arocena (2022),
who states that only 26.7% of the people in the sample in his study reported purchasing a
product after hearing a recommendation from an influencer, and that 57% indicated that
influencer recommendations do not impact their purchase decisions. These divergent
findings do not enable the discernment of a clearly defined behavioural pattern.
Consequently, they should be reviewed in the current context in which consumers have a
wide variety of options and channels where they can search for information. Thus,
although
a recommendation made by an influencer might not lead to an immediate
purchase, but it could trigger a search for information, price comparisons, and analyses
of other consumers' comments on a given product. At a later date, a new trigger might
reactivate
this buying process, so that the consumer forgets or overlooks the fact that the
purchase he or she is making was made based on an initial recommendation from an
influencer.
As far as the beauty sector is concerned, the average positive correlation obtained
(Spearman's Rho 0.738) between influencer marketing and the purchase decision also
highlights the importance for companies in this sector to develop strategies that
incorpo
rate this type of marketing. Authors Yáñez, Fernández
-
Robin and Ogalde (2022)
concur with this assertion, pointing out that influencers have become a source of
information for consumers of beauty products, as the latter follow them in order to
discover their own needs and the variety of options available to them. Thus, influencers
become part of the purchase decision. Maradiaga, Montoya and Ponce (2020) conclude
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4. Discussion
At rst sight, the strong positive correlation (Spearman’s Rho, 0.863) between inuencer marketing and the purchase decisions
of fashion products by consumers seems to indicate that companies in this sector can benet from proper implementation of
this type of marketing. In this regard, Cuadros (2017) points out that people who follow fashion inuencers and are impacted
by them are generally interested in these types of products, given that they pursue and follow these leaders in order to gather
information on current events and trends in fashion. However, these ndings contradict those of Arocena (2022), who states
that only 26.7% of the people in the sample in his study reported purchasing a product after hearing a recommendation from an
inuencer, and that 57% indicated that inuencer recommendations do not impact their purchase decisions. ese divergent
ndings do not enable the discernment of a clearly dened behavioural pattern. Consequently, they should be reviewed in the
current context in which consumers have a wide variety of options and channels where they can search for information. us,
although a recommendation made by an inuencer might not lead to an immediate purchase, but it could trigger a search for
information, price comparisons, and analyses of other consumers’ comments on a given product. At a later date, a new trigger
might reactivate this buying process, so that the consumer forgets or overlooks the fact that the purchase he or she is making
was made based on an initial recommendation from an inuencer.
As far as the beauty sector is concerned, the average positive correlation obtained (Spearman’s Rho 0.738) between inuencer
marketing and the purchase decision also highlights the importance for companies in this sector to develop strategies that
incorporate this type of marketing. Authors Yáñez, Fernández-Robin and Ogalde (2022) concur with this assertion, pointing
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| 221
out that inuencers have become a source of information for consumers of beauty products, as the latter follow them in order to
discover their own needs and the variety of options available to them. us, inuencers become part of the purchase decision.
Maradiaga, Montoya and Ponce (2020) conclude that inuencer marketing in the beauty sector is being used successfully by
companies as a communication strategy. Furthermore, they assert that inuencers have the power to persuade followers to
purchase this type of product through their posts,
For the reasons mentioned above, brands in both sectors have started to rely social networks where they develop marketing
strategies that involve inuencers, taking into account that in addition to delivering the message of the organisation, these
leaders strengthen the image and positioning of the brand and bring it closer to its target audience (Pérez and Luque, 2018,
Pereira-Villazón, Portilla and Rodríguez-Salcedo, 2021). Palacios Saavedra (2020) agrees with this assertion and points out that
inuencers play a fundamental role in bringing fashion closer to people, who are enticed by observing the inuencer wearing
and displaying fashion products and brands, as long as the message is conveyed naturally, and the products and brands are
compatible with their lifestyle and the image they want to transmit (Gomes, Marques and Dias, 2022). e conclusions of
Cueva, Sumba and Villacrés (2020), who found a positive correlation between this aspect of marketing and the purchase
decisions made by Ecuadorian millennial consumers, appears to be generally accepted.
5. Conclusions
e expansion of internet access and digital literacy in Ecuador has provided a favourable scenario for the development of
commercial transactions, which has prompted companies to make a name for themselves in the digital ecosystem where
societies carry out a large part of their activities. To do so, one of the strategies embraced by companies is inuencer marketing,
which attempts to deliver its message to its target audience through inuencers, thereby enhancing the position and image of
the brand.
In the fashion industry, consumers turn to inuencers to learn about current trends and visualise garment combinations that
they can use themselves. As such, they are an important resource that companies in this sector can use to enhance their brand
image and position their products or services. However, in order for these tactics to be eective, they must be accompanied
by digital marketing and content strategies, so that all of the visibility provided by the inuencer contributes eectively to the
purchase decision.
As far as the beauty market is concerned, inuencers have become an important source of information for consumers who seek
to understand what they need and desire, and what could be useful to them. is gives inuencers the power of prescription
over their followers when the latter try to make decisions regarding whether or not to buy a certain product. erefore,
companies in this sector should recruit inuencers who have attributes that are in line with those of the businesses that hire
them, in order to develop strategies that will be more eective than using traditional advertising media, as the inuencers
transmit feelings of trust and credibility with their followers.
For future lines of research, further segmentation of the beauty industry is proposed, such as facials, body treatments, cosmetics
and others, in order to make an assessment and comparison of the eects of inuencer marketing in each of these specic product
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lines. Regarding the fashion industry, studies that involve the segmentation of men and women are also recommended, as well as
diversity in age groups, in order to delve into the eect of this type of marketing on specic customer groups.
e present correlational research has explored the relationship between inuencer marketing and the purchase decisions of
customers in the fashion and beauty industries from the point of view of the buyers themselves. However, in order to explore
this area more deeply, future research might consider taking an experimental approach. For example, a guided experiment
could be designed in which inuencer marketing strategies are tested on diverse groups, resulting in an assessment of the direct
impact of such campaigns on the purchase decisions of a representative sample. is would allow researchers to understand
not only the relationship between inuencer marketing and purchase decisions, but to infer the causality between inuencer
marketing and consumer behaviour in these sectors as well.
6. Acknowledgements
is article has been developed from one of the ndings of a research study carried out as part of the Master’s Degree in
Business Administration at the Salesiana Polytechnic University, Guayaquil, Ecuador.
is article has been translated into English by Charles Edmond Arthur, whose diligent work is greatly appreciated.
7. Specic contributions from each author
Name and surname
Conception and work design
Nivia Carolina Gonzalez Marin.
Rosa Virginia Guiracocha Arriciaga.
Methodology
Nivia Carolina Gonzalez Marin.
Rosa Virginia Guiracocha Arriciaga.
Data collection and analysis
Nivia Carolina Gonzalez Marin.
Rosa Virginia Guiracocha Arriciaga.
Discussion and conclusions
Nivia Carolina Gonzalez Marin.
Rosa Virginia Guiracocha Arriciaga.
Drafting, formatting, review and approval of versions
Jorge Cueva Estrada
Nicolas Sumba Nacipucha
8. Conict of interest
e authors declare that there is no conict of interest in any part of this article.
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January-June of 2024
Nivia Carolina González Marín, Rosa Virginia Guiracocha Arriciaga, Jorge Cueva Estrada and Nicolas Sumba
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