Influencers in advertising campaigns in Latin America. between 2020-2023. A systematic Review

Abstract

Influencers are a key part of many marketing strategies today due to their ability to reach specific audiences and generate authenticity in the promotion of products and/or services The objective of this work is to analyze the evidence of the influence of advertising campaigns in collaboration with influencers on consumer knowledge regarding the brand in Latin America between the years 2020 and 2023. A systematic review of the literature was carried out and 13 investigations published in scientific databases were selected. The review resulted in the fact that the participation of influencers in advertising campaigns has evolved significantly in the digital era, marking an evolution in the relationship between brands and consumers. A phenomenon that has gained importance in Latin America is the emergence of nano-influencers, which further emphasize the importance of authenticity. Their personal and reliable recommendations are highly valued by consumers who seek quality information in their decision-making process.