The Role of Digital Influencers In The Purchase Intention Process

Today's consumer has undergone a significant transformation with the evolution of technology. They have moved from being mere consumers to playing an active role in creating content related to the brands they consume. This ability to express opinions and share information has been expanded and facilitated by digital platforms. Digital influencers have emerged as protagonists in this new context, using digital networks as a means of working and building communities predisposed to consume their content. This study aims to identify the impact of digital influencers' communication on their followers' purchase intention. It analyzes variables related to social networks, content production and their relationship with brands. The research is conducted through quantitative analysis of data collected through an online questionnaire. One hundred and ten survey responses were analyzed using Pearson's correlation statistical test. The main conclusions show that the influence on purchase intention is perceived by the followers through the brand knowledge provided by the influencers. This leads to the awakening of the need to buy