Influencers and protocol. A case study
DOI:
https://doi.org/10.5944/eeii.vol.4.n.6.2017.18826Keywords:
influencers, protocol, events, communication, social media, Twitter, Instagram, Youtube, online impact gaugeAbstract
The figure of the prescriber has always been a resource used in advertising, but with the emergence of social networks, that figure has been expanded and the concept of influencer has appeared, as a person or personality who has the ability to influence in a certain public throughout his/her opinions on some brand, product, service or event.
Blogs and social networks, especially Twitter, Instagram or Youtube have favoured the development of a new profile of prescribers, opinion leaders that brands and companies use to multiply the scope of their communication actions. This article examines what influencers are, how to identify them through online impact gauge, which are important in protocol and organization of events, and how they influence them.
Downloads
References
Alonso, R. Marketing de influencia: que tu marca ‘incendie’ las redes sociales. Con tu negocio. Recuperado el 7 de marzo de 2017 http://www.contunegocio.es/redes-sociales/marketing-de-influencia-que-tu-marca-incendie-las-redes-sociales/
Aula de protocolo. El #protocolo existe por fin como categoría en @TopInfluencer_.
Recuperado el 25 de marzo de 2017
https://auladeprotocolo.blogspot.com.es/2015/12/el-protocolo-existe-por-fin-como.html
Castelló, A. La comunicación publicitaria con influencers. REDMARKA. Revista Digital de Marketing Aplicado. UIMA-Universidad de A Coruña – CIECID
Año VIII, Número 14, (2015), v I pp. 21-50 Recuperado el 6 de marzo de 2017
http://redmarka.net/ra/usr/39/1616/redmarka14_castello.pdf
Galeotti, A.; Goyal, S.. Influencing the influencers: a theory of strategic diffusion. The Ran Journal of Economics. Recuperado el 13 de marzo de 2017
http://onlinelibrary.wiley.com/doi/10.1111/j.1756-2171.2009.00075.x/full
Gillin,P. The New Influencers: A Marketer's Guide to the New Social Media. Quill Driver Books. 2007
Gillin, P New Media, New Influencers and Implications for the Public Relations Profession http://media-s3.blogosfere.it/iab/images/NewInfluencer.pdf
Kiss, C; Martin, B. Identification of influencers — Measuring influence in customer networks Elsevier. Volume 46, Issue 1, December 2008, Pages 233–253 Recuperado el 1 de marzo de 2017
http://www.sciencedirect.com/science/article/pii/S0167923608001231
Muñiz, Rafael. “Diccionario de Marketing Digital”. (s.f). Recuperado el 30 de Mayo de 2016 de www.marketing-xxi.com
Núñez, V. Qué es un prescriptor. www.vilmanunez.com Recuperado el 16 de marzo de 2017 http://vilmanunez.com/2015/01/11/que-es-un-prescriptor/
Real Academia Española. (2014). Diccionario de la lengua española (23.aed.). Recuperado el 23 de febrero de 2017 de dle.rae.es
Santiago, I. 10 herramientas para medir tu influencia en las redes sociales. Recuperado el 12 de marzo de 2017 https://ignaciosantiago.com/blog/herramientas-medir-influencia-redes-sociales/
Social Mood. 40 de fiebre. ¿Qué es un influencer? Recuperado el 18 de marzo de 2017 https://www.40defiebre.com/que-es/influencer/
Sussman, Bill. Influencers vs. Ambassadors vs. Advocates: Stop the Confusion! Entrepeneur. Recuperado el 20 de marzo de 2017
https://www.entrepreneur.com/article/249947
Trammell, K. y Keshelashvili, A.Examining the New Influencers: A Self-Presentation Study of A-List Blogs. Journalism & Mass Communication Quarterly Vol 82, Issue 4, pp. 968 - 982
First published date: June-25-2016 . Recuperado el 4 de marzo de 2017
Downloads
Published
How to Cite
Issue
Section
License
The authors who publish in this journal agree to the following terms:
- The Revista de Estudios Institucionales is distributed under a Creative Creative Commons Reconocimiento NoComercial NoDerivadas (by-nc-nd).
- Authors retain copyright and grant the journal the right to be the first publication of the work as well as licensed under a Share of work license, under conditions of authorship acknowledgment, for non-commercial purposes and without derivative works such as are specified in the license.
- Authors may separately enter into additional agreements for non-exclusive distribution of the version of the work published in the journal (for example, placing it in an institutional repository or publishing it in a book), with an acknowledgment of their initial publication in this journal.
- Authors are allowed and encouraged to disseminate their papers electronically (for example, in institutional repositories or on their own website) before and during the submission process, as it can lead to productive exchanges as well as more citation. earliest and largest of published works (See The Effect of Open Access)
