Analysis of the impact of influencers on the purchase decisions of the ‘Whopper’ product in the Burger King restaurant chain and sales among young people in San José, Costa Rica, 2024.

Abstract

The American chain of hamburger fast food restaurants, Burger King, has looked for a way to attract a youth audience on social media. This research analyzes the impact that influencers have on young people's decision-making for the purchase of the “Whopper,” its star product, and identifies their marketing strategies, opportunities, and threats with the use of influencers. The research has a non-experimental quantitative approach, a descriptive scope, and a total of 167 surveys were carried out and as a population,young people between 15 and 28 years old located in central points of San José, Costa Rica were identified. As a result, BurgerKing consumers value the savings and promotions that are announced on social media, and influencers are not determining factors in consumer taste and preference, rather,the quality and price factor. Social media are an important factor for advertising in contemporary times, creating brand content generates thousands of views; influencers manage to establish recall and brand attachment by developing campaigns with strategies focused on call-to-action, however, what generates sales is the food itself, the promotions and convenience.