<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2395-9169</journal-id>
<journal-title><![CDATA[Estudios sociales. Revista de alimentación contemporánea y desarrollo regional]]></journal-title>
<abbrev-journal-title><![CDATA[Estud. soc. Rev. aliment. contemp. desarro. reg.]]></abbrev-journal-title>
<issn>2395-9169</issn>
<publisher>
<publisher-name><![CDATA[Centro de Investigación en Alimentación y Desarrollo A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2395-91692025000200118</article-id>
<article-id pub-id-type="doi">10.24836/es.v35i66.1666</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El impacto de los influencers digitales en la mercadotecnia del bacanora]]></article-title>
<article-title xml:lang="en"><![CDATA[The impact of digital influencers on bacanora marketing]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arellano-Grajales]]></surname>
<given-names><![CDATA[Beatriz]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[León-Balderrama]]></surname>
<given-names><![CDATA[Jorge Inés]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Centro de Investigación en Alimentación y Desarrollo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Centro de Investigación en Alimentación y Desarrollo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<volume>35</volume>
<numero>66</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2395-91692025000200118&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2395-91692025000200118&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2395-91692025000200118&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo:  Este estudio evalúa el impacto de la credibilidad del influencer de redes sociales y la conexión emocional entre éste y el consumidor en términos del compromiso o involucramiento engagement y la intención de compra del consumidor, en el contexto de la industria regional del bacanora, que cuenta con denominación de origen.  Metodología:  Se utilizó un enfoque correlacional cuantitativo, aplicando análisis de regresión lineal múltiple a los datos obtenidos de una encuesta autoadministrada en línea, aplicada a una muestra de 114 personas seguidoras de influencers en redes sociales.  Resultados:  Los hallazgos sugieren una influencia de impacto diferenciado. El engagement del consumidor se predice positiva y significativamente por la integridad, autenticidad y similitud del influencer, pero ninguno de los factores de credibilidad o interacción social tuvo un efecto estadísticamente significativo directo sobre la intención de compra.  Limitaciones:  El estudio se ve limitado por su diseño transversal, que no permite establecer causalidad, por posibles sesgos en las respuestas de los seguidores y porque el alcance del modelo analítico es restrictivo, ya que no incluyó ciertas variables clave que podrían actuar como mediadoras o moderadoras del impacto sobre la intención de compra.  Conclusiones:  Se concluye que el impacto de los influencers puede ser indirecto, sugiriendo que el engagement podría mediar la relación entre las características del influencer y la intención de compra. Futuras investigaciones deberían explorar estas variables mediadoras.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Objective: This study evaluates the impact of digital influencer credibility and the emotional connection between influencers and consumers on consumer engagement and purchase intention in the context of the typical regional beverage bacanora, which has a designation of origin (DO).  Methodology:  A quantitative correlational approach was used, applying multiple linear regression analysis to data obtained from a self-administered online survey administered to a sample of 114 influencer followers on social media.  Results:  The results suggest a differentiated influence. Consumer engagement is positively and significantly predicted by influencing integrity, authenticity, and similarity, but none of the credibility or parasocial interaction factors had a direct, statistically significant effect on purchase intention.  Limitations:  The study is limited by its cross-sectional design, which does not allow for establishing causality, by potential biases in follower responses, and by the restrictive scope of the analytical model, which excludes certain key variables that could act as mediators or moderators of the impact on purchase intention.  Conclusions:  It is concluded that the impact of digital influencers may be indirect, suggesting that engagement could mediate the relationship between influencer characteristics and purchase intention. Future research should explore these mediating variables.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[desarrollo regional]]></kwd>
<kwd lng="es"><![CDATA[marketing de influencers]]></kwd>
<kwd lng="es"><![CDATA[productos típicos]]></kwd>
<kwd lng="es"><![CDATA[bacanora]]></kwd>
<kwd lng="es"><![CDATA[intención de compra]]></kwd>
<kwd lng="es"><![CDATA[engagement del consumidor]]></kwd>
<kwd lng="en"><![CDATA[regional development]]></kwd>
<kwd lng="en"><![CDATA[influencer marketing]]></kwd>
<kwd lng="en"><![CDATA[typical products]]></kwd>
<kwd lng="en"><![CDATA[bacanora]]></kwd>
<kwd lng="en"><![CDATA[purchase intention]]></kwd>
<kwd lng="en"><![CDATA[consumer engagement]]></kwd>
</kwd-group>
</article-meta>
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