Los influencers como estrategia comunicativa en Ecuador. Análisis de agencias de Quito, período 2017-2019

Abstract

This research focuses on influencers as a communication strategy based on the analysis of Quito’s communication agencies. The research starts by defining terms such as influencers, emphasizing its origins and evolution, as well as determining their characteristics and their role for engagement. Another important concept is the strategic digital communication, demonstrating that communication and marketing agencies are the implementers of these strategies, and establishing a relationship between the concept of marketing and influencers. The efficacy of influencers is also showcased based on various tools that allow to observe their behavior on the internet. Secondly, an analysis is presented of the interviews conducted with managers responsible for accounts or community managers from various marketing agencies. A mixed methodology was utilized, combining qualitative and quantitative methods. The qualitative method made possible to characterize the marketing agencies, as well as the influencers, and the quantitative method allowed to obtain a baseline of the marketing agencies in Quito.