Importancia del Marketing de Influencia Digital en redes sociales como estrategia de mercadeo para las marcas en el Valle del Cauca

With this work of degree will analyze the importance that the Marketing of Influence has taken in the marketing strategies of Colombian companies, studying the relationship established between brand-consumer and its effectiveness once it is executed.This marketing trend that has been growing in recent years in the digital sector, is yielding strong results to companies thanks to the immediacy with which you can reach the target and in turn assess the perception that consumers have about the brand with the metric tools offered by the strategy, thus evaluating the participation of the influencer in the purchasing decision.Additionally, the benefits granted by the development of marketing campaigns with this strategy will be reviewed, going through the pros and cons that can be found when using influencers as brand ambassadors.As a tool of primary source of information, the instruments of surveys and interviews were applied, yielding results and important information respectively.With the results of the applied instruments, the perception of the three main actors of this type of marketing was taken into account, the consumers through the surveys suggest the scope that the marketing of influencers is having, and as far as interviews were concerned, Consider the concept of the influencers and the brand representative to understand their vision.Finally, the panorama in Colombia about this marketing trend is partially analyzed, a success story using this strategy in 2012, and which are the companies that are using it and the influencers with the most movement of content in networks according to the sector to which belongs.

• Autores: Hinojosa Carreño, Andrea Katherine
• Fecha de publicación: 2018
• Institución: Universidad de San Buenaventura
• Repositorio: Repositorio USB
• Idioma: spa
• OAI Identifier: oai:bibliotecadigital.usb.edu.co:10819/7303
• Acceso en línea: http://hdl.handle.net/10819/7303
• Palabra clave: Marketing Digital; Métricas Digitales; Redes Sociales; Marketing de Influencia; Digital Marketing; Digital Metrics; Social Networks; Influence Marketing; Mercadeo por internet; Redes sociales; Estrategias de mercadeo
• License: Atribución-NoComercial-SinDerivadas 2.5 Colombia