Nowadays the trend of marketing influencers has reached the highest levels of marketing, but one of the tools most used by big brands in the different industries of consumerism, therefore people are being affected psychologically and economically by this group of people, as they have developed skills of manipulation or influence in the face of the buying decision of the users within the different digital platforms. This research focuses on the analysis of the psychological effects of customers' purchasing decisions, analyzing at the same time the approaches of companies and the different evaluation metrics regarding the efficiency that is taking place within the use of influencers in the advertising of services products of a company. On the other hand, the research is heading towards the analysis of the new era of influencers that we see today, opening since 2016 to the avatars within social networks, which nowadays play an important role for many of the most recognized companies that have taken the decision to create their own artificial tool to attract clients to the advice or accompaniment of the new avatar influencers. They also present analyses against articles that show the effects these tools have on consumers and how effective they are in deciding to use the product or service being advertised.
