Influencer Marketing and the Purchase Decision from the Perspective of Male Consumers in Ica-2025 (#1668)

Authors

Illanes-Marca, Damaris Romina

Palomino-Yupanqui, Heelen Haysha

Sologuren-Hernández, Víctor Steven

Abstract

The present study analyzes the relationship between influencer marketing and the purchase decision of men in the city of Ica, Peru, during 2025. The study addresses the limited empirical evidence on how male consumers in intermediate cities of Latin America respond to digital marketing strategies. A quantitative, non-experimental, and cross-sectional design was applied, using a structured Likert-scale survey administered to a probabilistic sample of 383 men aged 18 to 34 years. The main variables examined include perceived authenticity, preferred influencers, and frequency of social media use. Results aim to determine the correlation between these dimensions and purchasing behavior. This study contributes to understanding consumer behavior in regional digital markets, providing valuable insights for companies to design more effective, culturally relevant, and gender-inclusive digital campaigns.