Bibliographic citations
Recharte, M., (2024). La percepción de los seguidores millennials sobre la transferencia de significado del pet influencer Kibo hacia las marcas que promociona en Instagram desde la perspectiva de la antropomorfización [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673546
Recharte, M., La percepción de los seguidores millennials sobre la transferencia de significado del pet influencer Kibo hacia las marcas que promociona en Instagram desde la perspectiva de la antropomorfización [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/673546
@misc{renati/1298033,
title = "La percepción de los seguidores millennials sobre la transferencia de significado del pet influencer Kibo hacia las marcas que promociona en Instagram desde la perspectiva de la antropomorfización",
author = "Recharte Vera, Maria Paula",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
Pet influencers are considered emerging celebrities on social networks, so their role in advertising is part of a new strategy for brand promotion. Given this, the present research aims to analyze the perception of millennial followers about the transfer of meaning from the pet influencer Kibo to the brands they promote on Instagram from the perspective of anthropomorphization. In order to carry out this study, the qualitative method was used together with the snowball sampling technique, through the development of semi-structured interviews with a sample of 15 individuals, 5 men and 10 women, from the age of 23 to 34 years old. As a result, it is evident that people positively perceive the anthropomorphization of Kibo as its first-person communication and its demonstration using products and services, which is why they consider that it facilitates the promotion of brands, because it camouflages their commercial intention and they feel more authentic. and reliable their recommendations. Similarly, the interviewees indicated that the transfer of meaning from Kibo to the brands they promote does occur, based on their credibility, their concern for pets and their transparency, since there is a congruence between the brands with their style of life and its image generates a sense of aspiration in the owners of other pets.
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