Marketing de influencers en redes sociales

Juan Sebastián Roldán Gallego; Javier Sánchez Torres

doi:10.24054/face.v21i2.1109

Autores/as

Juan Sebastián Roldán Gallego Universidad de Medellín https://orcid.org/0000-0002-1018-5550
Javier Sánchez Torres Universidad de Medellín https://orcid.org/0000-0002-8217-2177

DOI:

https://doi.org/10.24054/face.v21i2.1109

Palabras clave:

marketing,, influencers, redes sociales

Resumen

El marketing de influencers es un fenómeno nuevo que las empresas necesitan entender. Instagram es una red social pensada para conectar a las diferentes personas del mundo que tienen gustos, deseos y pensamientos en común sobre algún tema en específico; (Veissi, 2017). Una persona con influencia en las redes sociales puede lograr un impacto sobre la reputación de una marca en la mente de un gran número de usuarios de forma inmediata, algo que hace pocos años resultaba inverosímil (Anzures, 2016); a ello se suma que los consumidores brindan mayor credibilidad a las opiniones y experiencias compartidas por otros usuarios en la red sobre un producto o marca que a la comunicación que emana directamente de la marca con un conocido fin comercial (Carricajo Blanco, 2015) En este estudio se analiza las características que influyen en la intención y finalmente en la compra de productos/servicios por parte de los consumidores; este estudio fue basado en la realización de 381 encuestas a personas de España y Colombia que usan sitios web de redes sociales como Instagram (Sánchez Torres et al., 2018). Si los influenciadores, de la mano del discurso publicitario, realmente comparten los valores de marca con las empresas y su sentir en el que hacer en la sociedad; permitirá que las personas sientan a través de los influencers (validadores de mensajes ) que el mensaje es real, que las marcas se preocupan por el consumidor, que hay una relación bidireccional y que finalmente el consumidor es escuchado y puede elegir (Erkan & Evans, 2016).

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