El marketing de influencers en universitarios del norte de México

This research´s objective was to know the effect that influencer communication has on the purchasing decisions of university students from Northern Mexico. The qualitative focus group technique was employed. In addition, 379 surveys were administered to students of a public university institution in Northern Mexico. It was found that students, in the main, interact with Influencers via Instagram, YouTube, and Facebook. Entertainment is the main reason why the students review the digital content deployed on internet platforms. Fifty-nine percent of the surveyed university students consider it important to attend to the information of advertising in social networks before deciding the purchase of products and services. The trust conveyed by the influencers is one of the main elements that the students take into account to decide the purchase of products or services recommended in the presentations of such media figures. The digital content presented on social networks by influencers, instagramers, prescribers, or youtubers is related to the behavior of university students.