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标题：Impacto de los influencers en las estrategias promocionales del sector gastronómico de la ciudad de Medellín
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作者：Sandra Milena Amaya Henao ; Germán Augusto Silva Cortés ; Yanyn Aurora Rincón Quintero 等
期刊名称：Fonseca : Journal of Communication
电子版ISSN：2172-9077
出版年度：2021
期号：22
页码：77
DOI：10.14201/fjc-v22-22695
出版社：Universidad de Salamanca
摘要：Gastronomic influencers have become figures that highly influence the recognition and promotion of business in this sector and, in turn, allow the community to know the gastronomic diversity that can be found in the city of Medellin. This article aims to know the impact of influencers on the promotional strategies of the gastronomic sector of the city of Medellin, via descriptive research, based on a non-experimental, descriptive and field-based transectional design; us-ing as techniques for data collection the interview and the survey through a multivariate, or multiple options question-naire. The results showed that influencers are the preferred option when establishments in the sector want to promote their products, since they have a greater reach in less time and at a lower cost than with other more traditional means, particularly from the social network Instagram; in addition, they contribute greatly to the increase in sales compliance indicators thanks to their intervention. It is concluded that the impact of influencers on promotional strategies for the gastronomic sector of the city of Medellín is highly positive.
关键词：Influencers;impacto;estrategias promocionales;sector gastronómico