El uso de Influencers como estrategia de marketing en la categoría de bebidas gaseosas de sabores para la generación Z en la ciudad de Guayaquil.

Abstract

This study evaluates the effectiveness of the marketing strategy of influencers in the category of flavored carbonated drinks, specifically aimed at Generation Z in the city of Guayaquil. In the context of the evolution of social media influencers, has gained significant relevance for product and brand promotions for Generation Z, which are the most active users of such digital platforms, being the target audience for companies producing carbonated drinks with different flavors. Taking as a reference that the Z generation is among the consumers selected to be able to apply the various strategies of persuasion at the time of decision making for the purchase of a soft drink, the presence of the influencers is contracted, which have the credibility of the customer or follower, obtaining as a reference point the characteristics and description of the product in mention such as soft drinks. Finally, this research aims to demonstrate to carbonated beverage companies in guayaquil the importance of generating content through influencer marketing, taking into account the different strategies for generating a return on investment in influencers through consumption growth and sales for the company, this will allow for a greater connection between influencers and Generation Z.