Resumen en español

Including influencers in the digital marketing plan has been one of the most used tools by companies in recent years, due to the great positive impact that is generated thanks to the influencers and their ability and/or capacity to influence the purchase decision of the people who consume their content. This monograph has three chapters. In the first, there is a brief history, which through a summarized timeline is known a little about its evolution, starting with traditional marketing, followed by digital marketing, and lastly, influencer marketing. The second chapter is oriented to show the impact generated by this type of marketing, showing which are the most used social networks, what has been the evolution in terms of investment in this type of marketing, which are the countries with the most influencers, and the market value of influencer marketing Last but not least, chapter 3, shows how brands should implement this strategy in their digital marketing plan.