<?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>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2019000100119</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2019i0.7296</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Consumer perceptions of influencers&#8217; sway over product purchasing]]></article-title>
<article-title xml:lang="es"><![CDATA[Percepción de los consumidores respecto al peso que ejercen en ellos los influencers para la compra de productos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Clemente-Ricolfe]]></surname>
<given-names><![CDATA[José-Serafin]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Atienza-Sancho]]></surname>
<given-names><![CDATA[Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universitat Politècnica de València  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2019</year>
</pub-date>
<volume>16</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2019000100119&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2019000100119&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2019000100119&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[This article considers consumer perceptions in order to analyze influencers in relation to product purchasing. To this end, a survey was conducted among a group of social media users between the ages of 16 and 34 years. Using principal component analysis, it was determined that the perceived dimensions of influencers coincide with those of traditional opinion leaders.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[En este artículo se analiza a los influencers en la compra de productos considerando las percepciones de los consumidores. Para ello se recurre a una encuesta dirigida a usuarios de redes sociales con edades comprendidas entre los 16 y los 34 años. Mediante un análisis de componentes principales, se determina que las dimensiones percibidas en los influencers coinciden con las de un líder de opinión tradicional.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Influencer]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[digital marketing]]></kwd>
<kwd lng="en"><![CDATA[consume]]></kwd>
<kwd lng="es"><![CDATA[Influencer]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[consumo]]></kwd>
</kwd-group>
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