Uso de medios sociales como herramientas para el posicionamiento de una marca personalcomo influencers categoría entretenimiento

Abstract

Abstract: This research project is focused on knowing how influencer marketing is used in Ecuador, as well as defining existing influencers by categories and analyzing their way of publishing content to promote a personal brand, since its importance lies in the support and organic traffic they generate, reaching their followers. For this work, 10 influencers were chosen in the entertainment category at the national level, the same ones who, through an interview, revealed important aspects throughout their career as influential people in social networks. This degree work begins with the elaboration of a theoretical framework which is the fundamental basis to define and conceptually understand topics related to the subject, such as knowing what social networks are, personal branding, digital marketing, influencers and their characteristics, etc. Subsequently, an analysis of the data obtained from the interviews with the selected influencers was carried out, with the aim of supporting the theme. Finishing the titling project with the elaboration of the conclusions and their respective recommendations.