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las sombras de la realidad: Youtubers e influencers en la era postdigital, is a collective work that presents nine unpublished chapters, in which twenty-two Ibero-American teachers and researchers participated.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 contribution||Influencers as a Corporate Communication Resource. Instagram Case|
|Original language||Spanish (Ecuador)|
|Title of host publication||Influenciar para construir las sombras de la realidad: Youtubers e Influencers en la era postdigital|
|Number of pages||20|
|State||Published - 30 Nov 2020|
CACES Knowledge Areas
- 413A Social and Cultural Studies