Specifics of social media influencers in Peru

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Specifics of social media influencers in Peru

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Specifics of social media influencers in Peru

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

System approaches‘18 - System Perspective on Modern Media

ISBN

978-80-245-2284-5

ISSN

—

e-ISSN

—

Počet stran výsledku

13

Strana od-do

31-43

Název nakladatele

University of Economics, Prague

Místo vydání

Praha

Místo konání akce

Praha

Datum konání akce

22. 11. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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