This article analyses the presence of influencer marketing in business communications strategies in the new economy, based on the results of an exploratory investigation carried out in accordance with the methodology of the Grounded Theory. The categorisation of the information, obtained from the elaboration of the case studies of three digitally native brands (Wallapop, Westwing and Fotocasa), shows that influencer marketing actions are part of their 360ºcommunications strategy. Actions with influencers are developed in a synergistic way with other advertising and public relations actions, both on and offline. In terms of their approach, they follow Marston's strategic planning model, which consists of four phases: research, planning, execution and evaluation. In this sense, its particularities include the decision-making based on data, as well as the empowerment of the user and the brands' agents.