Los cuentos que nos echan las marcas: desarrollo de narrativas transmedia desde el caso de influencer colombiano Juanda Bogotá Colombia 2022

Abstract

Brands are present in the daily lives of human beings, constantly influencing the development and decisions they make. For a long time, brands have had ambassadors for their image, from characters such as the cowboy for Marlboro cigarettes, Mickey Mouse for Disney, to the use of celebrities or iconic figures, which give brands recognition. In the current paradigm and With the new technological implications, we have the influencers, who, according to the current definitions of the Spanish language, are people of influence that stand out in a social network or other communication channel and express opinions on a specific topic, people who exert a great influence on many people who know him. Therefore, this research seeks to distinguish the way in which transmedia narratives are used to generate engagement, taking Colombian influencer JuanDa as a case study. Identifying the most common types of narratives in digital content , clarifying that it is a narrative, transmedia, and engagement, in order to show the strategies used by this influencer. encer, and how they manage to influence and enter into the imaginary of their consumers, to generate an approach or conjecture on whether this will continue to be the way to attract and capture the public's attention organically and emotionally, in the Bogotá audience.