Efectividad del uso de influencers como estrategia publicitaria en Ecuador: a partir del análisis de los comentarios de los seguidores en los posts comerciales publicados en Instagram (Registro nro. 138215)
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| 000 -Cabecera (24) | |
|---|---|
| Campo de control interno | 02536nam a2200277Ia 4500 |
| 001 - Número de control | |
| Campo de control | UCASAGRANDE22717 |
| 007 - Tipo material - Descripcion fisica - info general | |
| Tipo material | ta |
| 008 - Códigos de longitud fija (40p) | |
| Campo de control de longitud fija | 210819s2019||||xx |||||||||||||| ||spa|| |
| 040 ## - Origen de la Catalogacion | |
| Origen de la Catalogacion | UCASAGRANDE |
| 041 ## - Código de idioma (R) | |
| Código de lengua del texto/banda sonora o título independiente (R) | spa |
| 082 ## - Número de la Clasificación | |
| Código de Clasificación | POS 2019 |
| 100 ## - Autor Personal | |
| Autor Personal | Cisternas, Rodrigo |
| Término indicativo de función (R) | tutor |
| 245 #0 - Titulo | |
| Titulo | Efectividad del uso de influencers como estrategia publicitaria en Ecuador: a partir del análisis de los comentarios de los seguidores en los posts comerciales publicados en Instagram |
| 260 ## - Editorial | |
| Ciudad | |
| Nombre de la Editorial | Universidad Casa Grande. Departamento de Posgrado, |
| Fecha | 2019 |
| 300 ## - Descripcion | |
| Páginas | 562 p.; |
| Dimensiones | Digital |
| 513 ## - Nota de periodo de años | |
| Nota de periodo de años | 2019 |
| 520 ## - Resumen | |
| Resumen | Nowadays, the rise of the internet and social networks has made that brands look for new marketing alternatives to grab the attention of the public, also entering into the digital media with more popularity, among which Instagram stands out. To be part of this network, they have been searching for people with whom potential clients can identify themselves, using influencers to make their products known faster than traditional advertising, since many of these influencers already have a reputation among their followers for the content that they publish and that generally generates interaction with their community. The objective of this study was to know the types of comments generated by followers of ecuadorian influencers in the fields of fashion fashion and healthy life in the posts published by them, in relation to the brands or products that they advertise. For this, 5 accounts from each area were chosen and the last 20 advertising publications made by each one were taken as a sample. The findings that were obtained from the analysis of 5,315 comments conclude that most of them are not related to what is published in the posts, only 1,685, which corresponds to 32%, are consistent with what the influencers published. Taking this into consideration, it is recommended that brands wishing to reach greater comments on their products, in campaigns carried out with influencers on Instagram, previously realize additional researches that allows them to achieve better results. |
| 650 ## - Temas - Descriptores | |
| Temas - Descriptores | COMUNICACIÓN DIGITAL |
| 9 (RLIN) | 84918 |
| 650 ## - Temas - Descriptores | |
| Temas - Descriptores | ESTRATEGIA DE PUBLICIDAD |
| 9 (RLIN) | 88023 |
| 650 ## - Temas - Descriptores | |
| Temas - Descriptores | INFLUENCERS |
| 9 (RLIN) | 85922 |
| 650 ## - Temas - Descriptores | |
| Temas - Descriptores | REDES SOCIALES |
| 9 (RLIN) | 59863 |
| 650 ## - Temas - Descriptores | |
| Temas - Descriptores | TESIS DE MAESTRÍA |
| 9 (RLIN) | 78771 |
| 700 ## - Autor Personal | |
| Autor Personal | Hurtado Martínez, América Maricela |
| Término indicativo de función (R) | autor |
| 9 (RLIN) | 88024 |
| 856 ## - URL - Ubicacion | |
| URI/URL | <a href="http://dspace.casagrande.edu.ec:8080/bitstream/ucasagrande/1900/1/Tesis2077HURe.pdf">http://dspace.casagrande.edu.ec:8080/bitstream/ucasagrande/1900/1/Tesis2077HURe.pdf</a> |
| 942 ## - Datos personalizados Koha | |
| Tipo de Documento | Tesis |
| Fecha procesamiento | 2020-03-18 |
| Catalogador | mmejia |
| Estado | Colección | Ubicacion permanente | Ubicacion actual | Fecha de Ingreso a la Biblioteca | Prestamos | Clasificación | Código de barras | Ultima fecha de verificacion | Tipo de Item |
|---|---|---|---|---|---|---|---|---|---|
| Tesis CD | Biblioteca Tesis | Biblioteca Tesis | 03/18/2020 | UCG Tesis 2077 HURe POS 2019 | Tesis2077 | 08/20/2021 | Tesis |