Estrategias comunicativas de social media influencers para creación de marcael caso de Carlos Ríos y Café Secreto

  1. Sánchez-Amboage, Eva 1
  2. Membiela-Pollán, Matías 1
  3. Rodríguez-Vázquez, Clide 2
  1. 1 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

  2. 2 Universidade de A Coruña
Journal:
adComunica: revista científica de estrategias, tendencias e innovación en comunicación

ISSN: 2174-0992

Year of publication: 2020

Issue Title: La comunicación que viene: vías y tendencias de futuro

Issue: 20

Pages: 123-150

Type: Article

DOI: 10.6035/696 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: adComunica: revista científica de estrategias, tendencias e innovación en comunicación

Abstract

Hyperconnected in a personalized world. This could be one of the definitions of the contemporary social context that technology and its different uses have been drawing from the hand of today’s society. All the social and economic sectors, structurally, and the agents that participate in them, in particular, live a constant challenge where changes are happening at great speed. Catalysts for this dynamic are undoubtedly the social media that have helped to create and foster a technologically hyperconnected world, and have allowed the development of the figure of social media influencer, one of the biggest trends in digital marketing today.This research has the general objective of determining the communication success keys of the social media influencer Carlos Ríos (creator of the realfooding healthy life movement) on Instagram, through the analysis of his profile @carlosriosq and his product «Café Secreto». For this purpose, a documentary analysis is performed with the data collected from the tools: Keyhole and InstaBro. The results obtained allow us to clarify the communication guidelines for branding on Instagram, among which stands out, after the study of «Café Secreto», the redefinition of communication in the product launch phases]

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