Determinantes de disposición a pagar e intención de compra para monetización de marcas personales ecuatorianas.

Abstract

The growth of digital platforms has driven the development of content creators' personal brands, which have gained a significant role within the contemporary marketing ecosystem. However, despite the increase in their influence and visibility, many creators face difficulties in transforming this influence into sustainable income due to the absence of clear monetization models based on consumer behavior. In this context, the present research aims to determine the main factors influencing willingness to pay and purchase intention toward the personal brands of Ecuadorian digital creators, with the purpose of proposing strategic monetization guidelines applicable to this type of brand. The study follows a quantitative approach with a descriptive and correlational scope, based on the application of structured surveys to users of digital content in Ecuador. Using multivariate statistical techniques, the effects of various determinants associated with personal brand value perception, such as source credibility, perceived expertise, congruence between the creator and their content, and the quality of communication materials, on audiences' purchase intention and willingness to pay are analyzed. The expected results will allow the identification of the attributes with the greatest influence on digital consumer behavior, as well as the segmentation of audiences according to their willingness to pay, in order to derive strategic guidelines for pricing, offer design, and value propositions aimed at strengthening the monetization of Ecuadorian personal brands.