El Marketing de Influencers: Una Estrategia para Fortalecer la Sostenibilidad Empresarial en la ciudad de Quito - Ecuador

Edgar David Baquero Zúñiga; María Fernanda Baquero Zúñiga

doi:10.37431/conectividad.v6i4.378

Authors

Edgar David Baquero Zúñiga Instituto Superior Universitario Japon https://orcid.org/0000-0002-3075-3455
María Fernanda Baquero Zúñiga Instituto Superior Universitario Japón https://orcid.org/0000-0001-5918-4957

DOI:

https://doi.org/10.37431/conectividad.v6i4.378

Keywords:

Influencer marketing, Corporate sustainability, Social responsibility, Brand image, Quito

Abstract

Today, corporate sustainability is no longer an option, but a requirement, driven by demand from consumers, employees, and investors. It is in this sense that the use of influencer marketing is a strategic weapon to strengthen a brand's image in a city like Quito. It's a strategy that companies are now using to genuinely reach a generation of young, digitally-savvy consumers who expect transparency, and for whom shared values are more important than status. Partnering with creators who are seriously dedicated to responsible practices not only helps differentiate an organization from the competition, but also marks it as a green leader.In other words, this is a way of turning promotion into a real connection, a key to having a strong and lasting brand in today's market.

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