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Influencers : ¿son efectivos?; análisis de la adopción de la información por sus seguidores

dc.contributor.advisorSánchez Torres, Javier Alirio
dc.contributor.authorRoldán Gallego, Juan Sebastián
dc.coverage.spatialLat: 06 15 00 N  degrees minutes  Lat: 6.2500  decimal degreesLong: 075 36 00 W  degrees minutes  Long: -75.6000  decimal degrees
dc.date.accessioned2022-04-28T15:39:56Z
dc.date.available2022-04-28T15:39:56Z
dc.date.issued2021-08-24
dc.identifier.otherT 0047 2020
dc.identifier.urihttp://hdl.handle.net/11407/6871
dc.descriptionTeniendo en cuenta los lineamientos del grupo de investigación en marketing Tetrix, Se optó por realizar una investigación que va de la mano con una de sus líneas de énfasis: Gestión de segmentos; con esta línea de investigación se busca analizar el comportamiento de los consumidores, la antropología del consumo, la segmentación y el posicionamiento en redes sociales. Poco se sabe sobre los influenciadores como medio de comunicación efectivo para que las marcas conecten con sus audiencias a través de las redes sociales utilizando como disciplina el marketing; sin embargo, el marketing de influencers es un fenómeno nuevo que las empresas necesitan entender. Instagram es una red social pensada para conectar a las diferentes personas del mundo que tienen gustos, deseos y pensamientos en común sobre algún tema en específico; una de sus funciones relevantes es el uso del hashtag para que los usuarios puedan encontrar fácilmente las fotos o videos que son compartidos por otros usuarios. En la actualidad Instagram cuenta con alrededor de 1000 millones de usuarios activos al mes de diferentes partes del mundo, lo que hace a esta red social una plataforma idónea para que las marcas conecten con su audiencia, por eso Instagram lanza entre 2018 y 2020 Instagram Shopping que permite a las personas etiquetar hasta 5 productos en una foto y 20 productos en carrusel, de esta manera una marca puede mostrar un producto con etiqueta, su precio y dirigir a las personas a una tienda online (Veissi, 2017). En este estudio se aplica el modelo de aceptación de la información (IACM) el cual ha sido utilizado en otros estudios y aborda las características que se usan en la aceptación, necesidad, intención, credibilidad y uso de la información. Por medio de este modelo se analiza la manera en como estas características influyen en la intención y finalmente en la compra de productos/servicios por parte de los consumidores; este modelo fue validado a través del modelado de ecuaciones estructurales (SEM) basado en encuestas de 381 personas de España y Colombia que usan sitios web de redes sociales como Instagram (Sánchez Torres et al., 2018). Los resultados indicaron que todas las variables del modelo aplicado (IACM) y sus características tienen relación directa en como los influenciadores se relacionan con su audiencia; de igual manera, pudimos validar que la relación emocional que crean los social media influencers (SMI) con sus seguidores es la clave para que la información sea aceptada; convirtiendo así a los SMI en el medio idóneo de comunicación para que las marcas conecten con su audiencia a través de las redes sociales. Las personas ahora pueden discutir productos y servicios de marcas con sus amigos y conocidos; en gran medida, en las redes sociales los usuarios ven a los influencers como proveedores de información de calidad y cultivan su confianza o consideraciones de compra basadas en el contenido informativo de valor del influencer en lugar de su función de entretenimiento (Lou & Yuan, 2019); los hallazgos sugieren que los social media influencers que brindan contenido de calidad y crean relaciones emocionales con su audiencia son más efectivos a la hora de servir como canal de comunicación para que las marcas conecten con su audiencia; por lo tanto, las empresas deben elegir cuidadosamente que SMI influencers es el más recomendado para su marca según los objetivos definidos en el plan de mercadeo. El presente documento presenta una investigación empírica para explorar si los influenciadores son un vehículo efectivo de comunicación y posicionamiento para las marcas; desde la perspectiva de la adopción y uso de la información por parta de sus seguidores.spa
dc.descriptionTaking into account the guidelines of the Tetrix marketing research group, it was decided to carry out an investigation that goes hand in hand with one of its lines of emphasis: Segment management. This line of research seeks to analyze the behavior of consumers, the anthropology of consumption, segmentation and positioning in social networks. Little is known about influencers as an effective means of communication for brands to connect with their audiences through social networks using marketing as a discipline; however, influencer marketing is a new phenomenon that companies need to understand. This study applies the information acceptance model (IACM), which has been used in other studies and addresses the characteristics of information acceptance, need, intention, credibility and use. Through this model, the way in which these characteristics influence the intention and finally the purchase of products / services by consumers is analyzed; this model was validated through structural equation modeling (SEM) based on surveys of 381 people from Spain and Colombia who use social networking websites whit Instagram; Instagram is a social network designed to connect different people in the world who have common tastes, desires and thoughts on a specific topic; One of its relevant functions is the use of hashtags so that users can easily find photos or videos that are shared by other users. Currently, Instagram has around 1 billion active users per month from different parts of the world, which makes this social network an ideal platform for brands to connect with their audience, which is why Instagram launches between 2018 and 2020 Instagram Shopping that allows people to tag up to 5 products in a photo and 20 products in a carousel, in this way a brand can show a product with a label, its price and direct people to an online store .The results indicated that all the variables of the applied model (IACM) and their characteristics was directly related to how influencers relate to their audience; likewise, we were able to validate that the emotional relationship that social media influencers (SMI) create with their followers is the key for the information to be accepted. This allows SMIs to be the ideal means of communication for brands to connect with their audience through social networks. People can now discuss branded products and services with their friends and acquaintances; to a large extent, social media users base their buying intentions on valuable information provided by influencers and neglect their entertainment role. The findings suggest that social media influencers who provide quality content and create emotional relationships with their audience are more effective in serving as a communication channel for brands to connect with their audience; therefore, companies must carefully choose which SMI influencers is the most recommended for their brand according to the objectives defined in the marketing plan. This document presents an empirical investigation to explore whether influencers are an effective communication and positioning vehicle for brands; from the perspective of the adoption and use of information by their followers.eng
dc.format.extentp. 1-56
dc.format.mediumElectrónico
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0*
dc.subjectInfluenciadoresspa
dc.subjectRedes socialesspa
dc.subjectMarketing de influenciaspa
dc.subjectLíderes de opiniónspa
dc.subjectPosicionamiento de marcaspa
dc.subjectConsumidor digitalspa
dc.subjectEstrategias digitalesspa
dc.subjectInfluencerseng
dc.subjectSocial networkseng
dc.subjectInfluence marketingeng
dc.subjectOpinion leaderseng
dc.subjectBrand positioningeng
dc.subjectDigital consumereng
dc.subjectDigital strategieseng
dc.titleInfluencers : ¿son efectivos?; análisis de la adopción de la información por sus seguidoresspa
dc.rights.accessrightsinfo:eurepo/semantics/openAccess
dc.publisher.programMaestría en Mercadeospa
dc.subject.lembComportamiento del consumidorspa
dc.subject.lembInfluencia (Psicología)spa
dc.subject.lembMarcas de fábricaspa
dc.subject.lembMedios de comunicación de masasspa
dc.subject.lembMercadeo electrónicospa
dc.subject.lembPosicionamiento (Publicidad)spa
dc.subject.lembPreferencias de los consumidoresspa
dc.subject.lembRedes socialesspa
dc.subject.lembRelaciones con los clientesspa
dc.subject.lembSegmentación del mercadospa
dc.relation.citationstartpage1
dc.relation.citationendpage56
dc.audienceComunidad Universidad de Medellín
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativasspa
dc.publisher.placeMedellín
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dc.type.localTesis de Maestría
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dc.description.degreenameMagíster en Mercadeospa
dc.description.degreelevelMaestríaspa
dc.publisher.grantorUniversidad de Medellínspa


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