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Alva, M., Quispe, S. (2021). Caso de éxito: el análisis de las estrategias colaborativas entre tres influencers peruanas [Universidad de Lima]. https://hdl.handle.net/20.500.12724/15003
Alva, M., Quispe, S. Caso de éxito: el análisis de las estrategias colaborativas entre tres influencers peruanas []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/15003
@misc{renati/1439552,
title = "Caso de éxito: el análisis de las estrategias colaborativas entre tres influencers peruanas",
author = "Quispe Pinedo, Samantha",
publisher = "Universidad de Lima",
year = "2021"
}
Título: Caso de éxito: el análisis de las estrategias colaborativas entre tres influencers peruanas
Otros títulos: Success story: the analysis of collaborative strategies between three peruvian influencers
Autor(es): Alva De la Puente, Maria Jose; Quispe Pinedo, Samantha
Asesor(es): Caro Vela, Laura Sara
Palabras clave: Audiovisual communication; Social media; Influencers; Trademarks; Internet users; Comunicación audiovisual; Medios sociales; Influencers; Marcas comerciales; Internautas
Campo OCDE: https://purl.org/pe-repo/ocde/ford#5.08.00
Fecha de publicación: 2021
Institución: Universidad de Lima
Resumen: Las revoluciones tecnológicas y digitales que se han dado en el tiempo han permitido la
concepción de nuevas formas y medios de comunicación, entre los que hoy destacan los
medios sociales. En ese espacio digital, se crea la nueva figura de los denominados
influencers, quienes por lo general iniciaron creando blogs y videos en la web. Al
presente, este fenómeno ha cobrado una magnitud de gran importancia en las redes
sociales, y particularmente en Instagram, al punto de convertirse para muchos en un
trabajo de tiempo completo. En ese sentido, el presente trabajo de investigación analiza
el éxito de estos desde las 3 perspectivas que permiten la existencia del influencer: las
marcas, los seguidores y su relación con otro (s) influencer (s), tomando como referencia
el caso de 3 influencers peruanas que se caracterizan por crear contenido de manera
colaborativa entre ellas y con marcas. Para ello, se realizaron entrevistas, encuestas,
grupos focales y análisis de contenidos, con la finalidad de obtener información desde las
diferentes perspectivas. Una vez aplicadas las herramientas, se concluyó que el caso de
análisis demuestra que las estrategias colaborativas entre influencers no solo funcionan,
sino que incrementan las posibilidades de visualización, crecimiento, confianza por parte
de las audiencias y, por ende, éxito para cada una de las influencers en estudio.
The technological and digital revolutions that have occurred over time have allowed the conception of new forms and means of communication, among which today social media stand out. In this digital space, the new figure of the so-called influencers is created, who usually started by creating blogs and videos on the web. At present, this phenomenon has become very important in social networks, and particularly on Instagram, to the point of becoming for many a full-time job. In this sense, this research work analyzes the success of these from the three perspectives that allow the existence of the influencer: brands, followers and their relationship with other influencers, taking as reference the case of three Peruvian influencers who the are characterized by creating content collaboratively with each other and with brands. For this, interviews, surveys, focus groups and content analysis were carried out, in order to obtain information from different perspectives. Once the tools were applied, it was concluded that the analysis case shows that collaborative strategies between influencers not only work, but also increase the possibilities of visualization, growth, trust on the part of the audiences and, therefore, success for each one of them the influencers under study.
The technological and digital revolutions that have occurred over time have allowed the conception of new forms and means of communication, among which today social media stand out. In this digital space, the new figure of the so-called influencers is created, who usually started by creating blogs and videos on the web. At present, this phenomenon has become very important in social networks, and particularly on Instagram, to the point of becoming for many a full-time job. In this sense, this research work analyzes the success of these from the three perspectives that allow the existence of the influencer: brands, followers and their relationship with other influencers, taking as reference the case of three Peruvian influencers who the are characterized by creating content collaboratively with each other and with brands. For this, interviews, surveys, focus groups and content analysis were carried out, in order to obtain information from different perspectives. Once the tools were applied, it was concluded that the analysis case shows that collaborative strategies between influencers not only work, but also increase the possibilities of visualization, growth, trust on the part of the audiences and, therefore, success for each one of them the influencers under study.
Enlace al repositorio: https://hdl.handle.net/20.500.12724/15003
Disciplina académico-profesional: Comunicación
Institución que otorga el grado o título: Universidad de Lima. Facultad de Comunicación.
Grado o título: Licenciado en Comunicación
Jurado: Muñiz Iturburu, Beatriz; Bailón Maxi, Jaime; Caro Vela, Laura
Fecha de registro: 1-feb-2022
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