%0 Thesis
%A Bernal Guillermo, Leonor
%A Vargas Garces, Nilgen
%8 2020-08-21
%U http://hdl.handle.net/10818/43573
%X En la actualidad, el internet, el auge de las redes sociales y los dispositivos móviles han permitido a la población tener un mayor acceso a información. La expansión rápida de estos tres factores ha permitido la popularización de la influencia, en la medida que cualquier persona puede crear contenido desde cualquier lugar, e inducir corrientes de pensamiento a un grupo de seguidores que se sienten identificados con ese contenido.
%X Currently, the internet, the rise of social
networks and mobile devices have allowed the
population to have greater access to
information. The rapid expansion of these
three factors has allowed the popularization of
influence, since anyone can create content
from anywhere, and induce streams of thought
to a group of followers who feel identified with
that content.
Likewise, the irruption of this world of
influencers where they can publicly speak and
being heard, allowed the resurgence of the
concept of “prosumers” established in the 70s,
where the line that separates the consumer and
producer is blurred as that influencers
consume and create information at the same
time. This is why the use of non-traditional
media has become attractive to companies
with the goal of attracting new consumers and
generating commitment to brands.
%I Universidad de La Sabana
%T Efectos del uso de Instagramers como medio no tradicional de mercadeo en la Industria cosmética en Colombia
%~ Intellectum