Relatos digitales de influencers ecuatorianos: análisis narrativo audiovisual en redes sociales.

Abstract

Abstract: Using narrative and comparative approaches, this thesis examines the digital narratives of five Ecuadorian influencers. The study explores how these creators build their identity and communication style, shaping their brand and relationship with audiences on platforms such as Instagram and TikTok. For this purpose, an analytical worksheet was applied to evaluate key metrics, including reach, interaction, content quality, credibility, and social impact. These indicators were used to generate comparative charts and individual profiles, along with a representativity ranking, to identify patterns within the Ecuadorian digital ecosystem. Findings reveal that humorous content dominates in terms of interaction, while music and lifestyle categories attract more segmented audiences. Additionally, results show that, beyond follower count, authenticity, narrative coherence, and emotional closeness significantly influence public perception. This study contributes to the existing understanding of digital culture dynamics and the symbolic role influencers play as new social mediators.