La dinámica entre los instagramers y las marcas para la generación de notoriedad y notabilidad.

Abstract

The aim of this research is to characterize the qualities that brands seek in the influencers in order to generate notoriety and noticability of their products or services. To carry out this process we first start by conceptualizing the Social network Instagram which is our field of action because the influencers that are destined as the subject of study are the instagramers. These public figures are the key and strategic point for today's brands to use their image for the purpose of gaining recognition for the niche market they are addressing. In the development of this work will describe what are the types of influencers along with their respective characteristics or main qualities. Within this section we continue talking about the brand, its definition, the structure that entails the same, its dimensions, conceptualization of branding, how it gives the management of brand from social networks and also on the traditional marketing and Digital. As for the methodological design, it is based on a qualitative research so it is intended to investigate the characteristics of these recognized figures and how the dynamics are given between them and the mark so as to create content that represents the Brand and that when you spread the Instagramer in your social network do not lose the sense of what the brand seeks to convey. The descriptive method will be used with the idea of determining and describing our case study. In turn, an analysis will be carried out on the profile of the Instagramers selected as part of the investigative work. The case study was carried out from the research carried out to three important sectors involved, such as brand managers, influencers and brands ' CEOs. As part of the methodology were conducted in-depth interviews with each of the parties, then investigated four brand managers, four influencers from Instagram and the three CEO of the brands, each sector responded to the Bank of questions previously Established. From the information obtained by each of them, we begin to classify the opinions of the three sectors from six categories: brand, notoriety, noticability, influencer, strategies, content. The whole process finally achieved a very positive analysis with all these aspects.