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.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )