El marketing de influencers como estrategia para generar confianza en el comercio electrónico: Un análisis de mercado libre en el contexto latinoamericano

Nelson Salgado Reyes; Rommel  Ponce Morales; Milton  Altamirano Pazmiño; Pamela  Fajardo Vanegas

doi:10.37431/conectividad.v6i4.347

Authors

Nelson Salgado Reyes Instituto Superior Tecnológico CUESTTV https://orcid.org/0000-0001-8908-7613
Rommel Ponce Morales Instituto Superior Tecnológico CUESTTV https://orcid.org/0009-0000-3374-950X
Milton Altamirano Pazmiño Instituto Superior Tecnológico CUESTTV https://orcid.org/0000-0003-2119-3668
Pamela Fajardo Vanegas Instituto Superior Tecnológico CUESTTV https://orcid.org/0000-0001-6769-5167

DOI:

https://doi.org/10.37431/conectividad.v6i4.347

Keywords:

Digital marketing, Latin America, Influencers, E-commerce, Trust

Abstract

This article explores the impact of influencer marketing as an effective strategy to build trust in e-commerce across Latin America, focusing on the case of Mercado Libre. Using a qualitative approach based on content analysis and documentary review, it examines the main tactics employed by the e-commerce platform—such as sponsored posts, unboxings, reviews, and promotional launches—and how these contribute to enhancing consumers’ perception of safety, authenticity, and satisfaction.

Influencers, through their loyal follower base and strong rapport with their audience, serve as social validators of the products and services offered by companies like Mercado Libre. This transferred credibility helps overcome barriers such as distrust in online transactions, uncertainty about product quality, and fear of fraud. Additionally, content curation and quality control by the company ensure message consistency and protect brand reputation.

The analysis shows that influencer collaborations generate emotional connections between the consumer and the brand, reinforce customer loyalty, and boost conversion rates. In markets where trust is a key asset for digital commerce development, influencer marketing becomes a crucial tool not only for product positioning but also for building long-term user relationships. The study also highlights the importance of continuously monitoring and adapting campaigns based on audience feedback and evolving digital trends

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