Entre influencers y celebridades: Impacto en las decisiones de compra de la generación Z en jóvenes universitarios de la Carrera de Comunicación de la Universidad Técnica de Ambato

Abstract

This study examines the influence of influencers and celebrities on the purchasing decisions of Generation Z, focusing on students from the Communication program at the Technical University of Ambato. Using a mixed-methods approach, the research integrates a quantitative content analysis of a celebrity and five Ecuadorian influencers with a focus group designed to explore perceptions of trust, credibility, and emotional connection among young audiences. Findings show that posting frequency alone does not ensure high levels of engagement. Instead, credibility, authenticity, and message coherence are the factors that most strongly shape the relationship between influencers and Generation Z. Participants expressed a clear rejection of explicit advertising, which aligns with the low engagement rates identified in promotional content. In contrast, lifestyle-oriented posts—presented organically—were perceived as more trustworthy and had greater influence on purchasing decisions. Additionally, the study reveals that Generation Z values transparent communication, consistent behavior, and relatable content from digital creators. While both influencers and celebrities exert persuasive power, the audience’s trust depends on the alignment between the creator’s discourse and actions. Overall, the results highlight that effective digital marketing strategies must prioritize authenticity, emotional connection, and interaction quality rather than follower count or publication volume