Identificación del perfil de influencers en redes sociales y su relación con la demanda de contenido para consumidores ecuatorianos.

Abstract

This investigation was made with the objective of discovering and identifying the influencer’s profile and their relationship with the demand of content towards the Ecuadorian consumers in the city of Guayaquil. During the development of this investigation, it was important to recollect data that helped to define the profile of an influencer and how they exhibit their content in social media to the consumers, having in mind that for that recollection of data, it was necessary quantitative and qualitative tools and also focus groups, surveys, projective techniques have been used. In addition to the use of tools, it was preceded to cross the variables taking as main variable the age to concrete the analysis of the investigation, as relevant information inside of the study independently of the age range, the consumers tend to use recommended products by influencers having a medium or high credibility towards them, and at the same time as a specific range with punctual preferences, for example social network and content from the Ecuadorians influencers, in addition a high percentage of people consider that brands have being completely benefited with the use of influencers on their publicities. Therefore, different types of references were developed for adjust the influencer’s profile, this being a help matrix for brands that wish to work with Ecuadorian influencers or investigators that require a specific reference.