Influencer effect on Instagram (México is one of the biggest markets of…
Influencer effect on Instagram
-TV, radio and magazine advertisements were the primary sources of brand marketing.
-Rise of new modern era has lead to the implementation of "influencer marketing"
This research will be delimited from 2010 to 2020 and will only focus in Mexico.
Traditional Marketing Effects vs. Influencer Marketing Effects
Unilever, AirBnB, Subway, etc.
JuanPa Zurita, Yuya, Luisito Comunica, Kimberly Loaiza
Chavez, A., Chavezhttp, A., & Chavez, A. (2019, August 14). ¿Cómo evolucionará el influencer marketing en México? Retrieved March 1, 2020, from
Forbes, K.(2016). Examining the Beauty Industry’s Use of Social Influencers.
Retrieved from Elon Journal of Undergraduate Research in Communications, Vol. 8, No. 2 • Fall 2017
Forbes (2018, February 1). Éstas son las marcas en México con mejor desempeño en redes sociales. Retrieved February 28, 2020, from
Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle
Branding: A Case Study of Lucie Fink. Retrieved from Elon Journal of Undergraduate Research in Communications, Vol. 8, No. 2 • Fall 2017
Keillor, B. D., Parker, R. S., & Schaefer, A. (1996, May-June). Influences on adolescent brand preferences in the United States and Mexico. Journal of Advertising Research, 36(3), 47+
Influencer Agency. (2019, September 7). Influencer marketing in the fashion industry. Retrieved March 1, 2020, from
Vite, K. (2019, July 17). Las empresas encuentran en los influencers un gran negocio. Retrieved March 1, 2020, from
Perspectives of research (Industries that use influencer marketing)
Influencers, dubbed online as “Beauty Gurus” online, use their skills in makeup to partner with cosmetic brands, earning big bucks while building brand awareness around products.
The hashtag #fashion is one of the most used hashtags on Instagram.
25% of all sponsored posts on Instagram revolve around fashion (Hubspot, 2018)
82% of users follow travel blogs or travel influencers on social networks (AXON, 2019)
Influencers share stories, emotions, sensations and experiences
México is one of the biggest markets of Latinamerica on Influencer Marketing.
Nowadays 78.9% of people access to social media (Milenio, 2020)
In 2018, we had a record of between 35, 000 and 40,000 influencers registered. (Band of Insiders, 2019)
During the first semester of 2019, Latinamerica's influencers generated 12.5 billions of interactions in social media. (Milenio, 2020)
The average expenditure of enterprises on Influencer Marketing grew 99% from 2015 to 2016 (Forbes, 2018).
Mexico's Influencers Market: 10 to 15 million dollars per year. (Forbes, 2018).
Influencers have effects on the behavior of Mexican consumers.
A personality can have an influence up to 81% during the buying decision of the consumer (Forbes, 2018)
Television only has a 19% of influence on the buyer's decision. (Forbes, 2018)
In Mexico, Instagram is the most associated social network to this marketing strategy (Revista Merca 2.0, 2019)