Los influencer como estrategia comunicativa en Ecuador. Análisis desde las principales agencias de Guayaquil

Abstract

Abstract: This research work deals with the effectiveness and importance of the use of influencing as a communication strategy in Ecuador, given that since the appearance of the Internet, marketing and advertising are changing, and communication agencies are adapting to new trends and digital tools to position a brand and generate interest in their audiences. In this way, "influencers" or also known as celebrities have become a communication and marketing strategy that, due to their particular characteristics such ashobbies, interests or lifestyles, generate positioning and visibility of brands through the generation of content in a creative way. Therefore, this work was developed from the criteria of the main communication agencies in Guayaquil, through the qualitative methodology, where based on data from a yearbook of communication companies Ecuador 2011-2012, we interviewed administrators and managers of selected agencies and influencers recommended by them, making a contrast of information between what the theory says, the agencies and influencers.