INFLUENCE MARKETING IN DIGITAL ENVIOMENTS: HOW THE VIDEO GAME INDUSTRY ATTRACTS AND RETAINS GEN Z (#562)

Authors

Sandoval Pantigoso, Adrian Andree

Abstract

Digital transformation is changing economic and cultural sectors in Latin America, generating challenges and opportunities. With the COVID-19 pandemic as an event that marked a turning point, driving the growth of digitalization and the video game industry, the aim of this study is to analyze influencer marketing as a resource on digital platforms to attract and retain consumers, especially in the video game industry. A quantitative methodology was used, with a correlational and cross-sectional design, to analyze the relationship between attitudes towards influencers and the digital environment. The research was carried out in Arequipa, Peru, with a sample of 206 university students from Generation Z, whose ages range from 18 to 29 years, of the male gender. The analysis was carried out using a validated multiple-choice questionnaire and Likert scales. The results indicate that the credibility and authenticity of influencers are key factors that positively affect the perception of video game brands, so their recommendations are highly valued by consumers, suggesting that these figures can increase the visibility and sales of brands. The findings highlight the importance of adapting marketing strategies to the dynamics of the digital environment and the need for brands to maintain effective and authentic communication with their audience. This study highlights the need for companies to develop marketing strategies that effectively integrate influencers, taking advantage of their ability to connect with young and skeptical audiences.