Citas bibligráficas
Ames, G., (2020). Gestión de la interacción parasocial de influencers en beneficio de la percepción de marca [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/656561
Ames, G., Gestión de la interacción parasocial de influencers en beneficio de la percepción de marca [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/656561
@misc{sunedu/3004182,
title = "Gestión de la interacción parasocial de influencers en beneficio de la percepción de marca",
author = "Ames Orihuela, Grazia Nicole",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Parasocial interaction is a phenomenon present in the relationships between audiences and influencers, however, it is not taken into consideration in the development stages of marketing strategies with influencers, who play an important role in brands’ communication today. This paper is a qualitative investigation carried out through interviews with marketing, psychology and communications specialists which looks for expanding the knowledge of the dynamics of parasocial interaction between influencers and their audiences and its effects on brand perception to determine ways to obtain brand benefits. With this study, it was possible to determine the role of parasocial interaction in current marketing strategies, the benefits it brings to influencers and brands; and ways to manage it through the influencer. Since it is an element that originates in the audience, parasocial interaction is a variable under their control. It is only manageable through the influencer, considering relevant elements since the planning stages of the strategy, so, that way, the brand can benefit from parasocial interaction since the planning stages and not only in the development stage of a campaign.
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