Objective. The contribution of brand image to consumer behavior is explored, since, in the business world, the impact of reputation on consumers with respect to the company's brand can determine the success or decline of an organization. Methodology. The approach is based on a solid qualitative documentary analysis. The PRISMA methodology is applied. Which involves an exhaustive search of the relevant literature, followed by the evaluation of the sources for the development of the work. Results and Discussion. Twenty-two articles published in high impact journals were obtained. Multiple interpretations and considerations on the concept of consumer behavior, as well as brand image, stand out. However, a common conception of consumer behavior refers to the perception of habits, lifestyles, attitudes and practices. Implications of the research. The implications of this research suggest that...

The systematic review approaches the role of influencers on young consumers. It provides clues about the consumption behavior of young people and the characteristics of influence. The methodology follows the PRISMA statement. The Scopus and Web of Science search yielded 432 articles from the last 5 years, and 29 were selected. The significant impact of influencers on young consumer behavior is highlighted, emphasizing the crucial role of social media and influencer marketing, especially influencer credibility. Key topics include the magnitude of influence on young people, the relationship between relationship strength and trust, and the perception of authenticity in collaborations with brands. Disclosure affects perception, highlighting the importance of trust and credibility in influencer marketing campaigns. Brands must carefully evaluate influencers to maintain audience trust in their...