Micro-influencerspercepción sobre la relación con sus seguidores y acciones comerciales que incrementan su participación

  1. Erika Fernández-Gómez
  2. Jessica Fernández-Vázquez
  3. Begoña Gutiérrez-Martínez
  4. Alba López-Bolás
Journal:
Cuadernos.Info

ISSN: 0719-3661

Year of publication: 2024

Issue Title: Continúa el impacto de las redes sociales y de las tecnologías digitales en la producción científica en comunicaciones

Issue: 57

Pages: 226-246

Type: Article

DOI: 10.7764/CDI.57.63765 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Cuadernos.Info

Sustainable development goals

Abstract

|Influencers are a key part of the advertising industry. Among them, those with less than 100,000 followers achieve an excellent level of engagement by building a closer and more credible relationship with their audience. As part of this study, 290 micro-influencers were surveyed about their relationship with their followers, as well as the commercial actions they can take to increase interaction. The results show that small communities are indeed useful for brands. Thus, according to the surveyed opinion, micro-influencers’ followers share their concerns and preferences; they accept and positively evaluate the commercial content they publish, and they are aware that brands give away the products or services they talk about in their content. Furthermore, there is no consensus that more followers make their work more complex, and they believe that there are areas where it is easier to create digital content. Finally, from their point of view, the commercial formats that achieve the best engagement are the audiovisual ones in which the product appears, as well as those that allow interaction, such as the question-answer formula.

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