El marketing de influencia: la evolución y responsabilidad de los influencers en la era digital

Influencer marketing has transformed the relationship between brands and consumers through the strategic use of content creators on social media. This article analyzes the impact of the strategies used by Ecuadorian influencers to promote products and services, as well as the factors that determine their effectiveness. Using a qualitative, exploratory methodology, semi-structured interviews were conducted with five influencers active on platforms such as Instagram, TikTok, and YouTube. Thematic analysis supported by ATLAS.ti software identified five key dimensions: authenticity, perceived effectiveness, promotional strategies, emotional connection, and trust. The findings reveal that authenticity and a genuine connection with the audience are decisive elements in the perceived success of a campaign, beyond conventional metrics such as sales or reach. It is concluded that transparency, message coherence, and influencer credibility are essential to enhance their persuasive power over consumer purchasing decisions in the digital era.