Bibliographic citations
Cabanillas, F., (2020). Los instafamous como recurso publicitario y la conceptualización por las embajadoras de marca [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/655966
Cabanillas, F., Los instafamous como recurso publicitario y la conceptualización por las embajadoras de marca [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/655966
@misc{renati/395541,
title = "Los instafamous como recurso publicitario y la conceptualización por las embajadoras de marca",
author = "Cabanillas Bedoya, Fiorella Pamela",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This research analyzes instafamous, people who creating their profile on Instagram and conquering a community of followers, become famous on this social network. These digital characters are an advertising resource used by many brands, although they are not yet detected, conceptualized, differentiated and analyzed in the Peruvian market. For this reason, this research wants to analyze instafamous, but from the internal perspective which in this case are brand ambassadors. This is a qualitative study that analyzes the #QueNoTeHaganDaño campaign of the Peruvian textile brand Sicurezza launched in June 2018. Semi-structured interviews were conducted with 21 ambassadors of the Sicurezza brand with an age range of 25 to 34 years. Instafamous have been positively perceived, contributing favorably to the important connection between brand ambassadors and Sicurezza. It is important to recognize the use of the instafamous Paloma Derteano, who most of ambassadors are identified, reinforcing their positive predisposition with the #QueNoTeHaganDaño campaign.
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