Influencers como apoyo a la planificación estratégica de las organizaciones, en la categoría de cadena de supermercados del ranking Top of mind de revista Vistazo

Abstract

Abstract: The general objective of this investigation was to determine the incidence of Influencers in compliance with the comprehensive strategic planning of the Supermarket Chain category of the Top of mind ranking of Vistazo magazine, a quantitative approach methodology and the Semana strategy were used. Composed for marketing analysis. The results obtained indicate that 70% of the content analyzed corresponds to short videos, while the remaining 30% is distributed in other formats such as tutorials, challenges and collaborations with other Influencers. Regarding the narrative used, approximately 50% of the videos focus on dances and choreography, 30% on product promotions and offers, and 20% are characterized by videos from 15 to 60 seconds in length. These findings demonstrate the relevance of Influencers in the supermarket arena, since the short video format and the narrative based on dances and promotions stand out as effective strategies to capture the attention of the audience. These results support the importance of incorporating Influencers into the strategic planning of organizations.