Examinando por Autor "Vargas Bernal, Vivian Manuela"
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- ÍtemLos Insaciables como Influenciadores del consumo gastronómico popular.Cubillos Duarte, Estefany Catalina; Vargas Bernal, Vivian Manuela; Uribe Andrade, MauricioInfluencer marketing has been part of the market even before the appearance of the same concept, since in society there have always been opinion leaders who have a certain group of followers that due to the same ideology or even by fashion and / or trend are attracted to them. The digital age has allowed the development of new market strategies through communication channels such as social media platforms, as they are an element that has become part of the day-to-day life of individuals and of society in general, thus, it has become in the main means of communication between "Influencers" and their followers. These people who have adopted digital platforms topped their work, they are categorized because their content is aimed at a special segment of the population, it is for this reason that the alliances between these influencers and brands are so effective, since they have the possibility of Communicate with the target audience, through an opinion leader, who ends up also becoming mediators between brands and their consumers in the purchase decision process through the influence they exert on these people. These strategies were commonly applied by large brands, but when seeing the results and effectiveness of alliances with influencers, they have also been adopted by emerging brands that are part of the popular sector of the economy, according to Grabois and Pérsico (2017):