Conference Agenda
Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).
Please note that all times are shown in the time zone of the conference. The current conference time is: 24th Aug 2026, 05:32:20am America, Santiago
|
Daily Overview |
| Session | |
|
13C: Entrepreneurship & Innovation Virtual location: VIRTUAL: Agora Meetings | |
    | |
1:12pm - 1:20pm
Influencer Marketing and the Purchase Decision from the Perspective of Male Consumers in Ica-2025 Universidad Tecnológica del Perú UTP - (PE), Perú The present study analyzes the relationship between influencer marketing and the purchase decision of men in the city of Ica, Peru, during 2025. The study addresses the limited empirical evidence on how male consumers in intermediate cities of Latin America respond to digital marketing strategies. A quantitative, non-experimental, and cross-sectional design was applied, using a structured Likert-scale survey administered to a probabilistic sample of 383 men aged 18 to 34 years. The main variables examined include perceived authenticity, preferred influencers, and frequency of social media use. Results aim to determine the correlation between these dimensions and purchasing behavior. This study contributes to understanding consumer behavior in regional digital markets, providing valuable insights for companies to design more effective, culturally relevant, and gender-inclusive digital campaigns. | |