Youtubers como influenciadores en la promoción de marcas de moda de ropa femenina

116 páginas.Trabajo de Máster Oficial Interuniversitario en Comunicación y Educación Audiovisual. Directora: Dra. María Amor Pérez Rodríguez. La presente investigación analiza el uso de youtubers en las estrategias de marketing de las marcas de moda de ropa femenina para generar la promoción de sus productos. La publicidad en YouTube® nace en contexto de desarrollo de la web 2.0, en la que se busca acercar a las marcas a sus diferentes públicos para generar el engagement y fidelidad. Para conocer las características discursivas empleadas por los youtubers que logran dicho objetivo, se ha diseñado un instrumento de análisis validado por expertos. Se han identificado a cuatro principales youtubers de moda femenina en España, tanto por el alcance orgánico como por el número de seguidores y reproducciones y se han analizado aspectos de interacción, contenido y características de producción audiovisual que logran la influencia. Los resultados de la investigación muestran pautas comunes en el empleo del discurso sencillo, espontaneidad, naturalidad y enfoque práctico, acompañado de una serie de recursos en la producción audiovisual que permiten una mayor apertura y cercanía al público Así, el estudio concluye que dichos aspectos son un factor clave de éxito para la diferenciación de marca y pueden aportar importantes beneficios empresariales.This research analyzes the use of youtubers in the marketing strategies of women's clothing fashion brands to generate the promotion of their products. Advertising on YouTube® was born in the context of web 2.0 development, which seeks to bring brands closer to their different audiences to generate engagement and loyalty. To know the discursive characteristics used by the youtubers that achieve this objective, an analysis instrument validated by experts has been designed. Four main youtubers of female fashion in Spain have been identified, both for the organic reach and for the number of followers and reproductions and aspects of interaction, content and audiovisual production characteristics that achieve influence have been analyzed. The results of the research show common patterns in the use of simple discourse, spontaneity, naturalness and practical approach, accompanied by a series of resources in audiovisual production that allow greater openness and closeness to the public. Thus, the study concludes that these aspects are a key success factor for brand differentiation and can bring important business benefits

Comunicación digital: la transformación de la realidad y la conciencia

El mundo cambió para siempre. El auge de las tecnologías no solo ha impactado en la conducta humana, propiciando nuevos hábitos, estilos de vida y formas de comunicarse, sino en la forma de comprender la realidad, al tenerse que afrontar cada vez mayores retos que van desde la distribución efectiva de contenidos mediante herramientas digitales hasta complejas campañas de comunicación capaces de seducir a las masas. En La comunicación en el escenario digital. Actualidad, retos y prospectivas (2019), una recopilación capitular coordinada por Luis M. Romero-Rodríguez y Diana Rivera-Rogel, sesenta autores expertos en el entorno digital exponen las visiones de este nuevo mundo que vivimos, donde la imaginación no tiene límites y la innovación es garante de la constante evolución de las ideas y sus aplicaciones prácticas

Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram

Social networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most‐used social network globally in 2021. As such, branded content is expected to increase the brand's likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content commu‐ nication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram's social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study's con‐ clusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumer

The Process of the Transfer of Hate Speech to Demonization and Social Polarization

We are living through a time of major political changes due to the rise of populist leaders and the resurgence of extreme ideological movements. The emergence of this phenomenon is due, to a large extent, to the ease with which these political actors can disseminate and spread their messages without any limits through social networks, leaving aside the former "fourth power" of the media as filterers and reinterpreters of information. Generally, the formula used by these leaders and movements is usually based on symbolic social division and polarization through hate speeches that allow demonizing their adversaries while antagonizing the issuers: a discursive "us" against "them" based on verbal violence to dehumanize an "exogroup." We want to discuss the importance of understanding the process of communicational transfer - which begins with hate speech and evolves into demonization and social polarization - as a strategic basis for creating an ideal scenario for the growth and strengthening of populist discourse, which is reductionist and simplifying in nature

Influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion brand Manolo Blahnik.

Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers

YouTube : salud y bienestar en la era del prosumidor . Análisis de vídeos de YouTube sobre dietas milagro

La presente investigación busca conocer la calidad de los vídeos de YouTube sobre dietas milagro y la interacción que generan, sobre todo dado el potencial riesgo que pueden suponer para los espectadores que sigan sus consejos en caso de que estos puedan resultar nocivos. Para ello se analizaron 50 vídeos en español e inglés, siendo estos los más vistos en la categoría de dietas rápidas. A través de un análisis de contenido cuantitativo y cualitativo, se evaluó la calidad y la credibilidad transmitida en ellos, así como los efectos de estas dos características sobre la interacción. Los resultados sugieren que la calidad de estos contenidos en ocasiones es muy reducida, con frecuentes alusiones a «productos milagro» y con recomendaciones sin base científica o sin garantía de funcionamiento, e incluso con indicaciones engañosas y consejos perjudiciales para la salud. Sin embargo, la presencia de información equilibrada, la alusión a fuentes fiables, la inclusión de expertos en la materia, la mención de cualificaciones o la formación previa influyen en un mayor volumen de interacciones positivas, mientras que la información sesgada o el uso de fuentes poco fiables se correlaciona con una menor cantidad de interacciones. En general, se comprobó que los vídeos que apuestan por elementos de calidad no lo hacen de manera aislada, mientras que aquellos que recurren a estrategias incorrectas también tienden a hacerlo en varias dimensiones. Todo esto demuestra que, aunque la exposición a estas grabaciones es muy elevada y la calidad resulta, en general, reducida, la inclusión en ellos de elementos de confianza repercute positivamente en la interacción con la audiencia.Aquesta recerca busca conèixer la qualitat dels vídeos de YouTube sobre dietes miracle i la interacció que generen, sobretot atès el potencial risc que poden suposar per als espectadors que segueixin els seus consells en cas que aquests puguin resultar nocius. Per fer-ho, es van analitzar 50 vídeos en espanyol i anglès, aquests darrers els més vistos en la categoria de dietes ràpides. A través d'una anàlisi de contingut quantitatiu i qualitatiu, es va avaluar la qualitat i la credibilitat que transmeten, així com els efectes d'aquestes dues característiques sobre la interacció. Els resultats suggereixen que la qualitat d'aquests continguts de vegades és molt reduïda, amb al·lusions freqüents a «productes miracle» i amb recomanacions sense base científica o sense garantia de funcionament, i fins i tot amb indicacions enganyoses i consells perjudicials per a la salut. No obstant això, la presència d'informació equilibrada, l'al·lusió a fonts fiables, la inclusió d'experts en la matèria, la menció de qualificacions o la formació prèvia influeixen en un volum més gran d'interaccions positives, mentre que la informació esbiaixada o l'ús de fonts poc fiables es correlaciona amb una menor quantitat d'interaccions. En general, es va comprovar que els vídeos que aposten per elements de qualitat no ho fan de manera aïllada, mentre que els que recorren a estratègies incorrectes també tendeixen a fer-ho en diverses dimensions. Tot això demostra que, encara que l'exposició a aquests enregistraments és molt elevada i la qualitat resulta, en general, reduïda, el fet d'incloure-hi elements de confiança repercuteix positivament en la interacció amb l'audiència.This paper analyses the quality of YouTube videos on miracle diets, and the interaction they generate, especially given the potential risk they may pose to viewers who follow advice that could potentially be harmful. Fifty of the most frequently-viewed videos in Spanish and English on the subject of fast diets were analysed. Through quantitative and qualitative content analysis, the quality and credibility of the information in these videos was analysed, as well as the effects of these variables on viewer interaction. The results suggest that the quality of this content is sometimes very low, with frequent references to 'miracle products', and recommendations that lack a scientific basis or any guarantee of effectiveness, and even containing misleading information or advice that may be harmful to health. However, the presence of balanced information, references to reliable sources, the inclusion of experts in the field, and the mention of qualifications or previous training led to a greater volume of positive interactions, while biased information or the use of unreliable sources correlates with fewer interactions. In general, it was found that the videos that use higher quality elements do so systematically, while those that employ dubious strategies also tend to do so across several areas. This demonstrates that, although exposure to these videos is very high and the quality is, in general, low, the inclusion of trusted elements in the videos has a positive impact on interaction with the audience

YouTube videos for young children: an exploratory study

The consumption of videos on the Internet by young children is increasing, and therefore, when they start school, a great part of their knowledge, behaviors, and attitudes will be influenced by the contents they have consumed in social networks such as YouTube, which is considered a third educational agent in childhood, together with families and school. It is thus appropriate to know what types of contents they are consuming, the characteristics of these publications, and their interactions with these channels. The present research will try to provide answers to these questions, with an exploratory and descriptive study with a sample of five YouTube channels in Spanish and Portuguese aimed at early childhood, starting with the category ?Made for Kids? from Social Blade. The results of the study allowed us to discover the characteristics of the contents which have an effect on informal learning, favoring the child?s creativity and the development of abilities and competences of children. The conclusions stress the persistence of certain risks associated to the inadequate use of YouTube, inviting reflection on the need to broaden research studies on this subject matter, and the promotion of media and literacy training, through the incorporation of adequate values and behavioral rules. Emphasis is placed on implementing true media literacy in schooling during early childhood to develop the childrens abilities

YouTube videos for young children: an exploratory study

The consumption of videos on the Internet by young children is increasing, and therefore, when they start school, a great part of their knowledge, behaviors, and attitudes will be influenced by the contents they have consumed in social networks such as YouTube, which is considered a third educational agent in childhood, together with families and school. It is thus appropriate to know what types of contents they are consuming, the characteristics of these publications, and their interactions with these channels. The present research will try to provide answers to these questions, with an exploratory and descriptive study with a sample of five YouTube channels in Spanish and Portuguese aimed at early childhood, starting with the category “Made for Kids” from Social Blade. The results of the study allowed us to discover the characteristics of the contents which have an effect on informal learning, favoring the child’s creativity and the development of abilities and competences of children. The conclusions stress the persistence of certain risks associated to the inadequate use of YouTube, inviting reflection on the need to broaden research studies on this subject matter, and the promotion of media and literacy training, through the incorporation of adequate values and behavioral rules. Emphasis is placed on implementing true media literacy in schooling during early childhood to develop the children’s abilitiesS

Influencers With Intellectual Disability in Digital Society: An Opportunity to Advance in Social Inclusion

Abstract: Social networks are appointed as an opportunity to socially normalize disability, as demonstrated by the growing number of influencers with a disability who are followed by millions of users. Likewise, intellectual disability has its place in the networks, with special relevance among influencers with Down syndrome. In this study, a content analysis of 10 accounts of influencers with Down syndrome from seven different countries was performed. Images, videos, comments, and other interactions with their followers were analyzed. The preliminary results described the influencer profiles, the type of content posted, and their relationship with sponsoring brands. These results indicate that social networks allow them to make their interests visible, take part in the digital environment, and interact with their audience, being a positive influence that promotes respect for diversity. These platforms are positioned as powerful tools for the construction and dissemination of inclusive values and the empowerment of disabled people, minimizing controversial questions such as the instrumentalization of the disability and its association with clichés. With all the analyzed results, it is possible to evidence that Instagram can be considered a privileged network that could be utilized for the eradication of barriers and to ease the inclusion of people with intellectual disabilities in the public sphere. The conclusions are relevant for the scientific community given that they will allow us to achieve social inclusion, thanks to the impact of the posts from the influencers with disability.This work was conducted within the framework of Alfamed (Euro‐American Network of Researchers), with the support of the R+D Project Youtubers and Instagrammers: Media Competence in Emerging Prosumers (RTI2018–093303‐B‐I00), financed by the State Research Agency of the Spanish Ministry of Science, Innovation and Universities and the European Regional Development Fund

El engagement de participantes en MOOC (Massive Open Online Courses) : análisis del diseño instruccional y elementos alternativos

Los MOOC (Massive Open Online Courses) han significado una oportunidad de formación y emprendimiento en el escenario educativo. La presente investigación aborda un caso de estudio, cuyo objetivo es conocer e identificar las características que inciden en la motivación de los participantes de las vídeo-lecciones que conforman tres cursos ofertados en las plataformas MiríadaX, Edx y ECO: E-learning, Communication y Open-Data". El criterio de selección de estas plataformas se basó en su popularidad, relevancia en el contexto actual y enfoque en la estrategia de promoción de contenidos en el entorno digital. Se concluye que el diseño y las características analizadas de los MOOC inciden en el nivel de engagement de los participantes. En los casos presentados, asimismo, el diseño tradicional educativo de clases virtuales manifiesta carencias de elementos alternativos de gamificación, networking, lo que podría generar un bajo nivel de interés y compromiso por parte de los participantes.Els MOOC (Massive Open Online Courses) han significat una oportunitat de formació i emprenedoria en l'escenari educatiu. La present investigació aborda un estudi de cas amb l'objectiu és conèixer i identificar les característiques que poden incidir en la motivació dels participants de les vídeo-lliçons que conformen tres cursos oferts a les plataformes MiríadaX, Edx i ECO: E-learning, Communication i Open-Data. El criteri de selecció d'aquestes plataformes es basa en la popularitat, rellevància en el context actual i enfocament en l'estratègia de promoció de continguts en l'entorn digital. Es conclou que el disseny i les característiques analitzades dels MOOC poden incidir en el nivell d'engatjament dels participants. En els casos presentats, així mateix, el disseny tradicional educatiu de classes virtuals manifesta mancances d'elements alternatius de gamificació i networking, la qual cosa podria generar un baix nivell d'interès i compromís per part dels participants.The MOOC (Massive Open Online Courses) have meant an opportunity for training and entrepreneurship in the educational arena. The present research addresses a case study, which aims to know and identify the characteristics that affect the motivation of the participants of the video-lessons that make up three courses offered on the platforms MyriadX, Edx, and ECO: E-learning, Communication and Open-Data. The selection criteria of these platforms were based on their popularity, relevance in the current context, and focused on the strategy of promoting content in the digital environment. It is concluded that the design and characteristics analyzed of the MOOC affect the level of engagement of the participants. Furthermore, in the cases presented the traditional educational map of virtual classrooms shows a lack of alternative elements of gamification, networking, which could generate a low level of interest and commitment by the participants.Les MOOC (Massive Open Online Courses) sont devenus une opportunité de formation et d'entrepreneuriat dans le scénario éducatif. La présente recherche porte sur une étude de cas, dont l'objectif est de connaître et d'identifier les caractéristiques qui influencent la motivation des participants aux leçons vidéo qui composent trois cours offerts sur les plateformes MiríadaX, Edx et ECO : E-learning, Communication and Open-Data". Les critères de sélection de ces plateformes étaient basés sur leur popularité, leur pertinence dans le contexte actuel et leur approche de la stratégie de promotion du contenu dans l'environnement numérique. Il est conclu que la conception et les caractéristiques analysées des MOOC ont un impact sur le niveau d'engagement des participants. Dans les cas présentés, la conception pédagogique traditionnelle des classes virtuelles montre également un manque d'éléments alternatifs de gamification et de mise en réseau, qui pourraient générer un faible niveau d'intérêt et d'engagement de la part des participants