Influencers como Recurso de Comunicación Corporativa. Caso Instagram.

Translated title of the contribution: Influencers as a corporate communication resource. Instagram case.

Andrea De Santis, Erika-Lucia Gonzalez-Carrion

Research output: Chapter in Book/Report/Conference proceedingChapter


Influenciar para construir las sombras de la realidad: Youtubers e influencers en la era postdigital, is a collective work that presents nine unpublished chapters, in which twenty-two Ibero-American teachers and researchers participated. The publication offers a panoramic and historical view of the role of the influencer in the implementation of strategies. This book shows from different aspects of Corporate Communication, Marketing, Advertising and Public Relations how these influencers assume the responsibility of generating reputation, engagement, visibility and dissemination of content in a closer way with respect to stakeholders through different social networks. It also addresses a series of researches that show the behavior and importance of the channels available in the social media environment.
Translated title of the contributionInfluencers as a corporate communication resource. Instagram case.
Original languageSpanish (Ecuador)
Title of host publicationInfluencers as a corporate communication resource. Instagram case.
PublisherEditorial Sinderesis
ISBN (Print)978-84-18206-43-6
StatePublished - 30 Nov 2020


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