The advent of new technologies, the massification of internet access, the availability
of personal computers in the market, and the entrance of smartphones into citizens’
daily lives all have constituted a revolution that has led to a change in consumer
behavior. There is no need for an empirical study, since it is enough to enter some
social networks to observe that companies are using these networks as a marketing
vehicle. Digital marketing constitutes a great tool to attract new clients and customers,
be it by means of content or paid advertisements in browsers, blogs, videos, Instagram,
etc. Hence, the aim of this study is to understand the role and importance of digital
influencers in consumers’ daily lives. For this, the authors developed an exploratory,
quantitative, observational, and transversal study based on a non-probabilistic
sample, composed of 161 individuals who integrated or interacted with someone
who integrated the academic community of a higher education institution.
