Los influencers como gestores del marketing digital en las empresas cuencanas

Abstract

This study focuses on the crucial role of influencers in digital marketing in Cuenca. It examines in detail their collaboration with local companies, evaluates their effectiveness in promoting products and services, highlights the evolution of digital marketing in Cuenca, and emphasizes the critical role of influencers in brand building and interaction with digital audiences. The analysis delves into consumers' perception of influencer recommendations, assessing their impact on purchasing decisions and brand identity building in the digital market. The study identifies successful collaborations, revealing key elements for success and addressing the challenges influencers and companies face. It also explores the metrics used to measure the impact of campaigns and emphasizes the importance of authenticity in these collaborations. In addition to providing detailed analysis, the study anticipates future directions and areas for improvement to strengthen collaboration between influencers and local companies. It offers a deeper understanding of how influencers can drive business growth in Cuenca’s specific digital environment. It points out strategic ways for the continued development of this relationship in the digital age.