Los youtubers, nuevos líderes de opinión y su influencia en la decisión de compra en las jóvenes mexicanas

Abstract

With the purpose of knowing the influence of the new opinion leaders called on their followers youtubers when deciding the purchase taking as an example the sector of beauty products; a qualitative study was conducted based on the analysis of content through the data analysis program Atlas.ti qualitative (version7.0). of the videos transmitted during March 2018 to the main Mexican 3 youtubers who promote beauty products, know what are the brands mentioned, how many times and what was said of them, then delve into the comments and reactions of its subscribers, if those marks had been acquired by them. The results show the high level of influence in its followers to make the purchase of the product, this influence lies in the positioning that have as opinion leaders because they see them as a point of reference reliable and sincere, they feel in proximity to them and generate a link, that allow them to react to your videos through the comments, creating a loyalty that influences the purchase of the products they advertise