Empleo de medios sociales para la creación de marca personal : Influencers de entretenimiento en Ecuador

Abstract

Abstract: Influencer marketing is a successful marketing strategy currently used by entertainment artists, reason why the present degree project proposes to analyze the behavior pattern of Ecuadorian musician-singer influencers to measure the impact of their personal brand and the acceptance in the social media Instagram and Facebook through the mixed method; using specific activities such as content analysis, interviews with artists and short user surveys. Within the content analysis, the data obtained from 70 publications on social media by the selected artists were interpreted, most of whom prefer to use the social network Instagram, a platform in which they share promotional content., inform about their upcoming events and have more followers, likes and comments. Finally, it concludes with a panoramic perspective, where their personal branding can be visualized, providing information in the development of the research with the classification of the results obtained, responding in effect to the goals and expected results.