Background: We currently live in a time when consumers trust more on social media and less on traditional advertising as a source of information for their purchasing decisions. Social media and traditional advertising must be integrated somehow so that marketers can communicate more effectively with their target market. In this investigation, the influence of music influencers on consumer behavior is analyzed, getting to the conclusion that the benefits of influencer and social media marketing increases customer experience and credibility, as it gives a brand the ability to communicate with its customers and develop a long-term relationship. The music resource is combined with the influence of the artist's personality to generate strategies that are effective but not totally rewarded by the consumers. Purpose: The purpose of this study is therefore to explore what influence Latin American artists have on the behaviour of Latin American consumers and how companies can use these motivations to structure their own marketing campaigns. Method: In order to carry out the following research work, the following stages are proposed: Firstly, a theoretical framework will be elaborated using the methodology of literature review, secondly a qualitative research which will consist of an empirical analysis the instrument chosen for this is an interview with a professional in the sector. And finally quantitative research The survey is the instrument chosen to collect the information that will drive the quantitative research proposed for this study. Conclusion: The results suggest that artists have an influence on the purchasing behaviour of Ibero-American consumers. By establishing connections between literature review, empirical data and surveys, a significant relationship was found that affirms the theory. The study reveals evidence that consumers in general can be influenced by music as a formative variable of the environment or atmosphere. The benefits of influencer and social media marketing increases customer experience and credibility, as it gives a brand the ability to communicate with its customers and develop a long-term relationship. The music resource is combined with the influence of the artist's personality to generate strategies that are effective but not totally rewarded by the consumers. From there, marketers should take this research into account when implementing artists in their campaigns in Latin America.

Puerto Rican culture often includes music as a method of expressing cultural identity. For instance, music has been considered a symbol of resistance, identity, and performative culture for many Puerto Ricans. This thesis will heavily rely on the involvement of Afro-Latin music in literature to determine ways that Puertorriqueñidad can be defined. To do this, I will examine how Puerto Rican writers present their identity in their works to define what it means to be Puerto Rican. These writers include the poet Sandra María Esteves and author Judith Ortiz Cofer. Throughout their literary works, they express several connections to their Puerto Rican identity, and through close examination, I was able to compile these connections to music, feminist ideologies, and themes of resistance and oppression. Using the scholarship of Puerto Rican scholar Juan Flores' From Bomba to Hip-Hop: Puerto Rican Culture and Latino Identity and Chicana feminist theorist Chela Sandoval's Methodology of the Oppressed, this thesis will contribute to the examination of music in literature as defying systems of oppression in Puerto Rican culture and explore the relationship between music and Puerto Rican identity.