Influencia del Contenido del Mensaje de los Influencers de Marcas de Maquillaje Vistos en Instagram en el Priming Emocional de las Marcas en Jóvenes Bogotanos

Abstract

Over the years, influencer marketing has had a great impact on the consumer, since each time the market has ventured into new methods of perception and influence to reach them, obtaining a link between the brand and the consumer through social networks. The main purpose of this research focuses on determining the influence of the content of the messages of makeup influencers seen on the Instagram social network on the emotional priming of promoted brands by young Bogota consumers between the ages of 18 and 40. The methodology was quantitative, with an experimental design, with a descriptive-correlational type of study, made up of a sample of 60 people, divided into two experimental groups and one control. The results of the study allowed us to verify that the message of the influencers of makeup brands seen by Instagram influences the formation of affective judgments and therefore the emotional priming of said brands, which has a high incidence in the recording and preferences purchase and consumption.