Analyzing the Effectiveness of Influencers on Irish and Mexican Students’ Purchasing Behavior
DOI:
https://doi.org/10.29105/vtga6.2-670Keywords:
comportamiento de compra, estudiantes, influencers, multicultural, redes socialesAbstract
This report compares the findings obtained by analyzing the effectiveness of influencers on student purchasing behavior. The aim of this study is to understand the thinking and purchasing habits differences between the students of two countries: Ireland (Europe) and Mexico (Latin America). The comparison was made with the results obtained by applying the questionnaire in the Waterford Institute of Technology (Ireland) and in FACPyA (Mexico). The importance of doing this report is that it gives us a multicultural perspective about the purchasing habits of the students of both schools. From a managerial perspective, this paper offers some recommendations that can be made when selecting a social media influencer to endorse their product or service, targeting college students in both countries.
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