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2019-05
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Jaén: Universidad de Jaén
Resumen
[ES] La red social de Instagram ha sabido aprovechar el avance tecnologico, ya que es una plataforma muy visual, ofreciendo servicios a empresas para que estas se promocionen.
En el apartado de la promoción es donde entran en juego los llamados Influencers, usuarios con cuenta en esta plataforma que generan influencia y liderazgo para recomendar y opinar diversos temas. Estas figuras llegan a influir en la decisión de compra de los clientes por lo que marcas y empresas recurren a ellos como intermediarios. Con un beneficio mutuo, los Influencers obtienen ganancias y reconocimiento y las empresas incrementan sus porcentajes de ventas y prestigio.
Es así como el marketing de influencia ha experimentado un crecimiento.
Este trabajo fin de grado se ha realizado con el objetivo de medir la repercusión de los Influencers en los usuarios de Instagram y por lo tanto el reconocimiento o no de las empresas que los utilizan.
[EN] The social network of Instagram has taken advantage of this new phenomenon, since it is a very visual platform, offering services to companies so that they are promoted. The promotion section is where the so-called Influencers come into play, users with an account in this platform that generate influence and leadership to recommend and comment on various topics. These figures come to influence the decision to purchase customers, so brands and companies use them as intermediaries. With a mutual benefit, the "Influencers" obtain profits and recognition and the companies increase their percentages of sales and prestige. This is how influence marketing has experienced growth. This final degree project has been carried out with the aim of measuring the impact of the "Influencers" on the users of Instagram and therefore the recognition or not of the companies that use them.
[EN] The social network of Instagram has taken advantage of this new phenomenon, since it is a very visual platform, offering services to companies so that they are promoted. The promotion section is where the so-called Influencers come into play, users with an account in this platform that generate influence and leadership to recommend and comment on various topics. These figures come to influence the decision to purchase customers, so brands and companies use them as intermediaries. With a mutual benefit, the "Influencers" obtain profits and recognition and the companies increase their percentages of sales and prestige. This is how influence marketing has experienced growth. This final degree project has been carried out with the aim of measuring the impact of the "Influencers" on the users of Instagram and therefore the recognition or not of the companies that use them.