Adaptación de las organizaciones con la llegada de los influencers.
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2021-07-08
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Jaén: Universidad de Jaén
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Este Trabajo de Fin de Grado, que se presenta para la obtención
del título en Administración y Dirección de Empresas por la
Universidad de Jaén, estudia las nuevas formas de trabajo que han
surgido tras la evolución del Social Media en los últimos años.
Profundizaremos en la figura del influencer y en el cambio que
esta ha supuesto en las organizaciones y su presencia en las
principales redes sociales, buscando la captación de más clientes
y la mejora de la imagen de la marca. Más tardes, realizaremos un
estudio sobre algunas marcas existentes como About You que ha
sabido aprovechar y adaptarse a la oportunidad de crecimiento
que brinda el marketing de influencia o el caso de la agencia
Coobis. Por último, se detallarán las conclusiones a las que se han
llegado.
This Final Degree Project, which is presented to obtain the degree in Business Administration and Management from the University of Jaén, studies the new ways of working that have emerged after the evolution of Social Media in recent years. We will delve into the figure of the influencer and the change that this has meant for organizations and their presence in the main social networks, seeking to attract more customers and improve the brand image. Later, we will carry out a study of some existing brands such as About You, which has been able to take advantage of and adapt to the growth opportunity provided by influencer marketing, or the case of the Coobis agency. Finally, we will detail the conclusions reached.
This Final Degree Project, which is presented to obtain the degree in Business Administration and Management from the University of Jaén, studies the new ways of working that have emerged after the evolution of Social Media in recent years. We will delve into the figure of the influencer and the change that this has meant for organizations and their presence in the main social networks, seeking to attract more customers and improve the brand image. Later, we will carry out a study of some existing brands such as About You, which has been able to take advantage of and adapt to the growth opportunity provided by influencer marketing, or the case of the Coobis agency. Finally, we will detail the conclusions reached.