Behind the camera of an influencer
factors that allow a salvadoran photoblogger to perform as an influencer on Instagram.
Keywords:
Marketing-Influence, Online social networks-Influence, Trademarks-ResearchAbstract
The use of influencer marketing has increased nowadays, generating questions on the subject, particularly referring to its main actor: the influencer. For this reason, the aim is to identify the factors that allow a Salvadoran photoblogger to act as an influencer on Instagram. Through qualitative methodology, influencers, specialists and Instagram users were selected, with whom research tools such as interviews, focus groups and content analysis were used. As a result, it was identified that the factors which allow a photoblogger to act as an influencer are: personal characteristics, skills, experiences and learning. These define the content and actions used by influencers to interact with their audience.
ECMH ABIERTA_AT_N12-2018-50-69.
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