MARKETING DE INFLUENCERS PARA MEJORAR LA NOTORIEDAD DE MARCA: EL CASO DE OLIVARES VIVOS
Fecha
2022-05-09
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Jaén: Universidad de Jaén
Resumen
[ES] El creciente alcance de las redes sociales y el empoderamiento del consumidor como co-creador de
contenidos han fomentado la aparición de nuevas estrategias de marketing digital, entre las que destaca el marketing de influencers como herramienta para mejorar la notoriedad de marca. El presente trabajo
fin de máster, pretende estudiar el impacto que genera la figura del influencer en el aumento de la notoriedad de un producto sostenible, a partir del estudio de caso de Olivares Vivos, un sello que certifica
AOVEs donde se ha constatado científicamente la recuperación de la fauna y flora autóctonas del olivar.
Para esto, se llevó a cabo una investigación cualitativa basada en el desarrollo, implementación y análisis
de una campaña de comunicación con influencers, que permitió observar el impacto del marketing de
influencers en la notoriedad de la marca, así como la recopilación de sugerencias para mejorar su
comunicación.
[EN] The growing reach of social networks and the empowerment of consumers as co-creators of content have encouraged the emergence of new digital marketing strategies, among which influencer marketing stands out as a tool to improve brand awareness. This master's thesis aims to study the impact generated by the figure of the influencer in increasing the notoriety of a sustainable product, based on the case study of Olivares Vivos, a seal that certifies EVOOs where the recovery of the native fauna and flora of the olive grove has been scientifically proven. For this, a qualitative research was carried out based on the development, implementation and analysis of a communication campaign with influencers, which allowed us to observe the impact of influencer marketing on brand awareness, as well as the collection of suggestions to improve its communication.
[EN] The growing reach of social networks and the empowerment of consumers as co-creators of content have encouraged the emergence of new digital marketing strategies, among which influencer marketing stands out as a tool to improve brand awareness. This master's thesis aims to study the impact generated by the figure of the influencer in increasing the notoriety of a sustainable product, based on the case study of Olivares Vivos, a seal that certifies EVOOs where the recovery of the native fauna and flora of the olive grove has been scientifically proven. For this, a qualitative research was carried out based on the development, implementation and analysis of a communication campaign with influencers, which allowed us to observe the impact of influencer marketing on brand awareness, as well as the collection of suggestions to improve its communication.