Contribución del marketing de influencers y la comunicación empresarial en la actividad comercial del cantón Saquisili

Abstract

The contribution of influencer marketing and business communication in Saquisilí, on an economic level, stands out for its ability to boost local commerce and promote regional products. Influencer marketing has become a key strategy in today's digital world, providing an effective and authentic way to connect with specific audiences. Through influencer marketing strategies, it is possible to reach broader audiences, generating interest and demand. Business communication strengthens the image of local businesses, fostering consumer trust and establishing solid connections between companies and the community. Together, these practices promote the economic growth of the canton by highlighting its products and services in a broader context. Thus, this research revolves around influencer marketing, their knowledge, the way in which they contribute to the Saquisilí canton in commercial activity, through the application of a qualitative methodology, the criteria of influencers, strategists and businessmen are explained in detail. who are those who are carrying out strategies within the canton for its growth at the local and national level. The interviews carried out with 12 experts allowed for the discussion of multiple positions, including the commercial activity of the canton, the role of influencers, and the strategies they carry out within Saquisili. Finally, conclusions and recommendations are established related to influencer marketing, business communication in the commercial activity of the Saquisili canton, and the role that influencers play when working with a brand