Customer loyalty and retention. A marketing strategy based on the creation of promotional content and its effect on the consumer through the relationship with influencers

Objetive.-This study analyzes the fundamental role that influencers play and their relationship between a brand and its target audience. Methodology.- Marketing has undergone a significant transformation with the rise of influencers as key tools in brand promotion strategies. It examines how influencers build authentic relationships with their followers and how this authenticity influences the credibility and influence of the brand's message. Contributions.- In addition, effective collaboration strategies between brands and influencers are explored; Likewise, future trends in influencer marketing are discussed and the continued.