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Efectividad del uso de influencers como estrategia publicitaria en Ecuador: a partir del análisis de los comentarios de los seguidores en los posts comerciales publicados en Instagram / Hurtado Martínez, América Maricela / Universidad Casa Grande. Departamento de Posgrado (2019)
Título : Efectividad del uso de influencers como estrategia publicitaria en Ecuador: a partir del análisis de los comentarios de los seguidores en los posts comerciales publicados en Instagram Tipo de documento: documento electrónico Autores: Hurtado Martínez, América Maricela, Autor ; Cisternas, Rodrigo, Tutor, Autor Editorial: Universidad Casa Grande. Departamento de Posgrado Fecha de publicación: 2019 Número de páginas: 562 p. Dimensiones: Digital Idioma : Español Palabras clave: COMUNICACIÓN DIGITAL
ESTRATEGIA DE PUBLICIDAD
INFLUENCERS
REDES SOCIALES
TESIS DE MAESTRÍAClasificación: POS 2019 Resumen: Nowadays, the rise of the internet and social networks has made that brands look for new marketing alternatives to grab the attention of the public, also entering into the digital media with more popularity, among which Instagram stands out. To be part of this network, they have been searching for people with whom potential clients can identify themselves, using influencers to make their products known faster than traditional advertising, since many of these influencers already have a reputation among their followers for the content that they publish and that generally generates interaction with their community. The objective of this study was to know the types of comments generated by followers of ecuadorian influencers in the fields of fashion ‘fashion’ and healthy life in the posts published by them, in relation to the brands or products that they advertise. For this, 5 accounts from each area were chosen and the last 20 advertising publications made by each one were taken as a sample. The findings that were obtained from the analysis of 5,315 comments conclude that most of them are not related to what is published in the posts, only 1,685, which corresponds to 32%, are consistent with what the influencers published. Taking this into consideration, it is recommended that brands wishing to reach greater comments on their products, in campaigns carried out with influencers on Instagram, previously realize additional researches that allows them to achieve better results. Fecha_adquisicion : 2020-03-18 En línea: http://dspace.casagrande.edu.ec:8080/bitstream/ucasagrande/1900/1/Tesis2077HURe. [...] Link: http://dspace.casagrande.edu.ec/opac_css/index.php?lvl=notice_display&id=27002 Reserva
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Código de barras Signatura Tipo de medio Ubicación Sección Estado Asignaturas 2 Tesis2077 UCG Tesis 2077 HURe POS 2019 Tesis Biblioteca Tesis Tesis CD Disponible