The role of influencers in building digital communities [El rol de los influencers en la construcción de comunidades digitales]
DOI:
https://doi.org/10.62574/rmpi.v5ieconomica.391Keywords:
mass communication, propaganda, marketingAbstract
Influencers are digital figures who generate authentic content, influence purchasing decisions, and connect brands with consumers. The objective is to analyse the impact that influencers have on building active and engaged digital communities around brands, products, or causes, specifically in the café sector in the city of Cuenca. A mixed methodology was used, combining qualitative and quantitative data, to obtain a comprehensive understanding of the phenomenon. The results show that a positive perception of influencers correlates with greater user interaction. Approximately 43% of respondents perceive influencers as authentic, which influences their participation. Likewise, the relevance of aligning values between influencers and audiences to establish relationships of trust is highlighted.
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