Bibliographic citations
Narazas, S., (2021). La Responsabilidad Social en la comunicación de los Influencers durante la pandemia: Caso Influencers peruanas [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/657706
Narazas, S., La Responsabilidad Social en la comunicación de los Influencers durante la pandemia: Caso Influencers peruanas [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/657706
@misc{sunedu/3000087,
title = "La Responsabilidad Social en la comunicación de los Influencers durante la pandemia: Caso Influencers peruanas",
author = "Narazas Ramirez, Silvia Aurely",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The COVID-19 pandemic led to daily activities having to adapt to the new reality, including the use of communications and the people involved in this area, such as influencers. During the pandemic, the user used social networks for longer and increased their interest in staying informed about health and its reality. On the other hand, the misuse of social networks produced a fake news infodemic that made it difficult to find truthful information. For this reason, they wanted influencers, with great reach in their digital platforms, to represent a social and responsible role with their environment. The objective of this research is to analyze the impact of communications and the use of social responsibility by influencers, specifically on Instagram, in the context of the pandemic. In order to observe this phenomenon, a mixed investigation has been carried out that integrates the qualitative and quantitative metrics of this social network. The research instruments were articulated through complementation and using content analysis, managing to adapt instruments applied by other authors in the field of social responsibility. The results obtained focus on how the influencers used social responsibility within their daily audiovisual content. In this sense, it is shown that influencers play a relevant role by joining to share truthful and assertive communication about the events that have arisen by the pandemic, and leave a future precedent on the impact of influence related to social responsibility.
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