Robles Romero, Julieta2024-07-082024-07-082024-07-05https://hdl.handle.net/10115/37134Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Jesús María González MartínThis End of Degree Proyect explores the real impact that influencers have on consumer behaviour. In this study, it examines various facets of social networks, as well as their context and background, their relevance today and why they are a new marketing tool. It also analyses what social networks are, including their evolution and relevance in the context of social networks, as well as the figure of the influencer: what is an influencer and what types of influencers exist? Through an exhaustive analysis of previous studies, articles in specialised magazines, KPI metrics and a quantitative survey, it seeks to provide a comprehensive and critical view of how influencers can affect purchasing decisions and the perception of brands.engsocial mediasocial networksinfluencersinfluencer marketingconsumer behaviourinfo:eu-repo/semantics/studentThesisinfo:eu-repo/semantics/embargoedAccess