Estudios de la cibercultura sobre influencers para el posicionamiento de marcas. Estudio de caso: “Calle y Poché”

Abstract

This research analyzes the positioning and branding management in people called influencers. The transformation of the narrative in platforms such as Instagram allows a more interactive virtual community. This phenomenon in cyberspace affects users and encourages the participation of content creators. Thus, digital communication keeps updating in the forms and methods of interaction, leisure habits and cultural relationships of individuals who have the same interests and affinities, by which they build a fandom. The paradigm shift in communication also generates social and cultural changes in consumers, which is why they are taken advantage of in the development of strategies such as branding, for which companies introduce influencers as advertising characters and benefit from the positioning of the image of figures such as Calle and Poché. This article analyzes the importance of followers in social networks and how an emotional consumption environment is generated by the representation of popular people. Therefore, cyberculture and marketing strategies are explained theoretically, which is complemented with an Instagram netnography of the mentioned case, in order to understand the narrative elements of brand positioning and the popularity of the case study.