Factors Present in Micro-Influencers and Their Influence on Consumer Buying Behavior in the Chiclayo Market, 2025 (#600)

Authors

Succe Larrea, Maria Teresa

Cumpa Llontop, Juan Diego Alejandro

Montes Tocto, Richard Ignacio

Saldaña Barboza, Alasteña

Abstract

This research aims to describe the relationship between the factors present in micro-influencers and their influence on consumer buying behavior in the Chiclayo market, 2025. A quantitative approach with an explanatory scope was employed to identify the causal influence of the micro-influencer factors on consumer purchase behavior. The study follows a non-experimental, cross-sectional design. The population consisted of 487,000 inhabitants of Chiclayo, and a probabilistic sampling method was used to survey 384 individuals. Data collection was carried out using a validated questionnaire adapted from Hu et al. [1] A total of 553 respondents completed the survey using this validated instrument. The data were analyzed using the PLS-SEM structural equation modeling approach. The results revealed that the factors of experience, entertainment value, and credibility of the micro-influencer significantly influence consumer purchase behavior. Specifically, entertainment value had the greatest impact (β = 0.3352; p < 0.001), followed by credibility (β = 0.3045; p < 0.001) and experience (β = 0.2260; p < 0.01). The proposed model demonstrated adequate validity and reliability. It is concluded that micro-influencers play a relevant role in purchase behavior, highlighting the importance of these factors in the design of digital marketing strategies.