Subjects
53 Ciencias económicas
5304 Actividad económica
530401 Consumo, ahorro, inversión
5311 Organización y dirección de empresas
531106 Estudios de mercado
¿El influencer, es un efecto de moda o persistirá con el tiempo?
Abstract
El fenómeno influencer que es un gran éxito hoy en el mundo de la comunicación. Nació gracias a un uso más intensivo de las redes sociales. Este estudio está interesado en comprender el nacimiento, el crecimiento y el impacto de este líder de opinión que interviene en el mundo digital, para identificar su evolución en el futuro. Tras el análisis, se lleva a cabo una investigación en profundidad de los influencer mismos, para evaluar el grado de cohesión entre lo que piensan y lo que está escrito en las referencias académicas, así como para obtener su propia opinión sobre el concepto influencer y su futuro.
El estudio concluye que el influencer siempre ha existido a lo largo del tiempo y de los siglos. Es solo una forma de líder de opinión que se ha adaptado al entorno en el que actúa. Los avances tecnológicos y digitales están en el comienzo de su desarrollo todavía y forman parte de las principales investigaciones de desarrollos. Por lo tanto, el influencer de la web, , tiene un largo camino por recorrer adaptándose y utilizando las innovaciones y las herramientas que le son ofrecidas.
This study describes the “influencer” phenomenon, which, nowadays, is a total success in the business word, in terms of communication. The influencer emerged thanks to the intensive use of social medias. He tries to understand where the opinion leaders come from, how they impact the society and how their impact rose over time in the digital world. The influencer does so to identify what his evolution will be, in the future. After this analysis, an investigation had been pursued in-depth based on the influencers themselves. This investigation was led to determine the degree of cohesion between what they think and what is written in academically references. Also, the aim was to find out what is their own opinion on this concept (of the influencer) and its futur. All the researches converge to one conclusion: the influencer has always existed and evolving over time. The influencer is simply a opinion leader who adapted himself to the environment in which he was acting. The technological and digital progresses are just at the beginning of their development and they will keep evolving, as they are the main subject matter of scientific researches. The influencer of the web has therefore still a long way to go and will do so by adapting himself and using the innovations and available tools.
This study describes the “influencer” phenomenon, which, nowadays, is a total success in the business word, in terms of communication. The influencer emerged thanks to the intensive use of social medias. He tries to understand where the opinion leaders come from, how they impact the society and how their impact rose over time in the digital world. The influencer does so to identify what his evolution will be, in the future. After this analysis, an investigation had been pursued in-depth based on the influencers themselves. This investigation was led to determine the degree of cohesion between what they think and what is written in academically references. Also, the aim was to find out what is their own opinion on this concept (of the influencer) and its futur. All the researches converge to one conclusion: the influencer has always existed and evolving over time. The influencer is simply a opinion leader who adapted himself to the environment in which he was acting. The technological and digital progresses are just at the beginning of their development and they will keep evolving, as they are the main subject matter of scientific researches. The influencer of the web has therefore still a long way to go and will do so by adapting himself and using the innovations and available tools.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Influencer, Redes sociales, Consumidores, Sostenibilidad, Fenómeno, Influencia, Líder de opinión, Grupos de referencia, Influencer, Social networks, Consumers, Sustainability, Phenomenon, Influence, Opinion Leader, Reference groups