Specifics of social media influencers in Peru

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26441021%3A_____%2F18%3AN0000036" target="_blank" >RIV/26441021:_____/18:N0000036 - isvavai.cz</a>
Result on the web
<a href="https://systemsapproaches.vse.cz/" target="_blank" >https://systemsapproaches.vse.cz/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.18267/pr.2018.pav.2247.0-5" target="_blank" >10.18267/pr.2018.pav.2247.0-5</a>

Result language
angličtina
Original language name
Specifics of social media influencers in Peru
Original language description
Human interaction has been revolutionized, over the last decades, by the appearance of new vehicles through which people can communicate. Digitalization era has impacted the medium through which society communicated - society involving both consumers and sellers. Brands are now updating their marketing techniques from traditional mass media to social media. A new branch, influencer marketing, has arose along with this digitalization movement. This trend is current in Peru and the way brands are now reaching their target audience is different. With a sample of five main female influencers on five different fields of expertise, content sharing is analyzed. A comparative analysis regarding engagement is performed. Findings show that although there is a low percentage of engagement, diverse brands decide for deals with influencers due to their personality and quality of audience reached.
Czech name
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Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
System approaches‘18 - System Perspective on Modern Media
ISBN
978-80-245-2284-5
ISSN
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e-ISSN
—
Number of pages
13
Pages from-to
31-43
Publisher name
University of Economics, Prague
Place of publication
Praha
Event location
Praha
Event date
Nov 22, 2018
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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