Copyright (c) 2023 Revista Estrategia Organizacional
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
COPYRIGHT AND OPEN ACCESS POLICY
Journal
The journal provides immediate open access to its content, based on the principle of giving the public free access to research and contributing to a greater global exchange of knowledge.
Therefore, it publishes under the Creative Commons 4.0 Attribution – Non-Commercial - Share-alike (BY-NC-SA) license: Commercial use of the original work or of possible derived works is not allowed, the distribution of which must be performed with a license equal to that which regulates the original work. To see more go to: http://creativecommons.org/licenses/by-nc-sa/4.0/
The journal allows self-archiving after publication with the version edited by the journal, both on personal websites and institutional repositories of the same area of knowledge, as long as the journal is directly cited and the URL leading to the article is given in the journal's Web space. The journal does not request any kind of forfeit of the managed content.
For all management, the Revista Estrategia Organizacional adheres to the COPE Code of Conduct for Journal Editors along with some COPE Best Practices Guidelines. The journal’s Code of Ethics can be found at:
http://selloeditorial.unad.edu.co/images/Documentos/OJS/ECACEN/C%C3%B3digo_de_%C3%A9tica.pdf
Author
The content of the article must be unpublished, it must not be in the process of evaluation by another institution, it must not have been distributed to third parties, there must be no legal or contractual limitation that prohibits the author from authorizing the use of their work in open access and in printed or digital form.
Obtaining reproduction rights for all graphical material (tables, figures, diagrams, photographs) is the responsibility of the authors. Therefore, they must send authorizations for the publication and use of this material.
Each author must sign the ‘Copyright Transfer Agreement’, transferring the rights to Universidad Nacional Abierta y A Distancia (UNAD) and the Revista Estrategia Organizacional.
The authors of the articles selected for publication must read and know the journal's code of ethics. In all cases, the Editor and Editorial Committee declare that the opinions expressed are the sole responsibility of the authors.
Preservation policy
Our journal preserves files through the servers of the UNAD newspaper library with the OJS platform. It has the PKP PLN tool that allows preserving the content of the journal regardless of where it is hosted. Thanks to the LOCKSS Private Network. The information can be expanded at: https://pkp.sfu.ca/2016/08/08/pkp-lockss-pln-update
Additionally, the journal has OAI-PMH interoperability protocols: Open Archives Initiative-Protocol for Metadata Harvesting. Details can be found at the following link: https://hemeroteca.unad.edu.co/index.php/revista-estrategica-organizacio/oai.
Análisis del uso de influencers en mercadeo
Introduction: The popularity of influencers has led to their use by brands and companies to maximise their presence and reach, however, there is little knowledge of their status and research trends. Objective: To analyse the topics and areas of scientific research applied to the use of influencers in marketing, providing an overview of current and future literature. Methodology: A bibliometric analysis was carried out using the Scopus database and VOSviewer software, applied to 1,067 documents published from 2000 to 2023. Results: The findings are distributed into five emerging research streams: Brand building, strategic influence, strategic communication, persuasive communication, and the ethical transparency of influencer marketing. Conclusions: There is a fragmented body of knowledge on the use of influencers in communication-based marketing and brand management.
Abidin, C., Lee, J., Barbetta, T., y Miao, W. S. (2021). Influencers and COVID-19: reviewing key issues in press coverage across Australia, China, Japan, and South Korea. Media International Australia, 178(1), 114-135.
ADI consulting (2 de octubre de 2018). ¿Cómo medir la Experiencia de Cliente? ADI consulting. https://www.adiconsulting.net/como-medir-la-experiencia-de-cliente/
Álvarez, E., Heredia, H., y Romero, M. F. (2019). La Generación Z y las Redes Sociales. Una visión desde los adolescentes en España. Revista Espacios, 40(20).
Balagué, X. (2020). Director de marketing e innovación en Territory Inflluence SouthernEurope. El publicista. https://www.elpublicista.es/reportajes/incluencer-marketing-disciplina-dispara-covid-19
Barker, M., Barker, D., Bormann, N., y Neher, K. (2015). Marketing for Social Media. Cencage Learning.
Barrera Fernández De Córdova, A. I. (2021). Impacto en la decisión de compra offline que tienen las redes sociales entre los consumidores de 25 a 50 años en la ciudad de Cuenca (Bachelor's thesis, Universidad del Azuay).
Barzola, L., Jara, J., y Aviles, P. (2019). Importancia del Marketing Digital en el Comercio Electrónico. e-idea Journal of Business Sciences, 1(3), 24-33.
Beteta Mego, L. J., Palomino Chávez, E. S., y Villanueva Cruz, K. (2020). Marketing digital vs marketing tradicional nivel de satisfacción de los usuarios en la provincia de Huánuco, 2020.
Bitar, D. (2017). Influenciadores Digitales: Una Tendencia En Aumento. Revista PyM. http://www.revistapym.com.co/influenciadores-digitales-una-tendencia-aumento
Buchelli Miranda, E. V., y Cabrera Soles, L. A. (2017). Aplicación del marketing digital y su influencia en el proceso de decisión de compra de los clientes del Grupo He y Asociados SAC Kallma Café Bar, Trujillo 2017
Cañedo Andalia, R., Rodríguez Labrada, R., y Montejo Castells, M. (2010). Scopus: la mayor base de datos de literatura científica arbitrada al alcance de los países subdesarrollados. Acimed, 21(3), 270-282.
Carricajo Blanco, C. (2015). Marketing de influencers, una nueva estrategia publicitaria. Universidad de Valladolid.
Castelló, A. y Del Pino, C. (2015). La comunicación publicitaria a través de los influencers, Redmarkauima. Universidad de A Coruña. 14, (I): 21-50.
Català, J. M. (2019). Los influencers y el marketing digital, una convivencia necesaria. Revista de Estudios de Economía y Empresa, (11).
Choudhri, A. F., Siddiqui, A., Khan, N. R., y Cohen, H. L. (2015). Understanding bibliometric parameters and analysis. Radiographics, 35(3), 736-746.
Dhillon, P. (2022). How to write a good scientific review article. The FEBS Journal, 289(13), 3592-3602.
Ellegaard, O., y Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact? Scientometrics, 105, 1809-1831.
Geyser, W. (2023). The State of AI in Influencer Marketing: A Comprehensive Benchmark Report. Influencer Marketing Hub. https://influencermarketinghub.com/ai-in-influencer-marketing/
Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., y Evers, U. (2021). Identifying influencers on social media. International Journal of Information Management, 56, 102246.
Heikkilä, M. (2020). Finland taps social media influencers during coronavirus crisis. Político. https://www.politico.eu/article/finland-taps-influencers-as-critical-actors-amid-coronavirus-pandemic/
Horton, D., y Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
Hotmart. (10 de mayo de 2023). ¿Cuánto paga YouTube y cómo ganar dinero en esta plataforma? https://hotmart.com/es/blog/cuanto-paga-youtube
Ibarra, C. D. B., y Pabón, L. C. O. (2017). El impacto de Youtube en los Milenians. Revista convicciones, 4(7), 108-116.
Influencity. (2023). El mayor estudio de influencers de Latinoamérica. https://influencity.com/es/recursos/estudios/el-mayor-estudio-de-influencers-de-latinoamerica-2023/
Islas, O. (2005). De las relaciones públicas a la comunicación estratégica. Chasqui. Revista latinoamericana de comunicación, (89), 40-47.
Kotler, P., Armstrong, G., Gay, M. G. M., y Cantú, R. G. C. (2017). Fundamentos de marketing. Pearson Educación.
Laudon, K., y Traver, C. (2015). E-COMMERCE 2015. Pearson.
León Kanashiro, L. R. (2019). ¿Qué es ser un youtuber? Universidad de Lima.
Malmelin, N. (2010). What is advertising literacy? Exploring the dimensions of advertising literacy. Journal of Visual Literacy, 29(2), 129-142.
Manzano-Durán, O., Peñaranda-Peñaranda, M. M., y Luna-Quintero, J. C. (2021). Sostenibilidad y proyectos sostenibles: Estudio bibliométrico. Revista Científica Profundidad Construyendo Futuro, 14(14), 15-24.
Martínez de la Teja, G. M. (2007). Ergonomía e interfaces de interacción humano-computadora. IX Congreso Internacional de la Ergonomía, México, DF (Vol. 8).
Mendoza Pacheco, L. (2017). Publicidad digital y redes sociales dirigidas a jóvenes de la ciudad de Sucre. Revista Investigación y Negocios, 10(15), 186-198.
Mesquita, R. (2018). ¿Qué es Marketing? Una guía completa del concepto, tipos, objetivos y estrategias. Rockcontent. Recuperado el 07 de junio de 2023 de https://rockcontent.com/es/blog/marketing-2/
Nieto, B. G. (2018). El influencer: herramienta clave en el contexto digital de la publicidad engañosa. methaodos. revista de ciencias sociales, 6(1), 149-156.
Nieto, B. G. (2018). Fundamentos de la publicidad. Alpha Editorial. Bogotá, Colombia.
Ordozgoiti, R., y de la Rica, R. O. (2010). Publicidad on line: Las claves del éxito en internet. ESIC Editorial.
Pinargote-Montenegro, K. G. (2019). Importancia del Marketing en las empresas. Revista Científica FIPCAEC (Fomento de la investigación y publicación científico-técnica multidisciplinaria). ISSN: 2588-090X. Polo de Capacitación, Investigación y Publicación (POCAIP), 4(10), 77-96.
Pinto Arenas, L. P. (2023). Mediación digital y redes sociales: el joven digital. Universidad Jorge Tadeo Lozano. Bogotá, Colombia.
Prensky, Marc. (2001). Digital Natives, Digital Immigrants. On the Horizon, 9(5), 1-6.
Pritchard, T. (2020) The UK Government’s enlisted influencers to try and tackle coronavirus misinformation. Gizmodo. Recuperado el 30 de mayo de 2023 de https://www.gizmodo.com.au/2020/03/the-uk-governments-enlisted-influencers-to-try-and-tackle-coronavirus-misinformation/
Ramos, J. (2019). Marketing de influencers. XinXii. Berlín
Rodríguez, E. (2021) ¿Cómo se ha impulsado el ‘marketing’ de ‘influencers’ con la pandemia? Estar donde estés. Recuperado el 07 de junio de 2023 de https://estardondeestes.com/movi/es/articulos/como-se-ha-impulsado-el-marketing-de-influencers-con-la-pandemia
Rodriguez, A, (21 de Agosto de 2022) Anuncios publicitarios para niños: 7 reglas que debes cumplir. Rockcontent. Recuperado el 04 de julio de 2023 de https://rockcontent.com/es/blog/publicidad-infantil/
Roelens, I.; Baecke, P. y Benoit, D. F. (2016). Identifying influencers in a social network: The value of real referral data. Decision Support Systems, 91, pp. 25–36
Salas Nestares, M. I. D. (2017). Evolución del uso y aplicación del marketing digital, de las nuevas tecnologías y de las redes sociales en las empresas de la provincia de Alicante entre los años 2011 y 2015 y su contribución a la consecución de sus objetivos empresariales y de marketing/tesis doctoral presentada por Pablo Ferreirós Bennett; dirigida por María Isabel de Salas Nestares. Valencia, España.
Sallenave, J. P. (1990). Gerencia y planeación estratégica. Editorial norma.
Sánchez, E. (2012). El social media en la estrategia de comunicación. AdComunica. Revista Científica de Estrategias, Tendencias e Innovación en Comunicación, (3), 221.
SanMiguel, P. (2020). Influencer Marketing: Conecta tu marca con tu público. Editorial Almuzara.
Shinde, P. P., y Shah, S. (2018, August). A review of machine learning and deep learning applications. In 2018 Fourth international conference on computing communication control and automation (ICCUBEA) (pp. 1-6). IEEE.
Torres-Romay, E. M. M. A., y Mirón, S. G. (2020). Influencers i coronavirus. Quaderns del CAC, 23(46), 81-91.
Urquijo, J. (06 de agosto de 2019). ¿Conoces la legislación publicitaria de cada país?. El publicista. Recuperado el 06 de julio de 2023 de https://www.elpublicista.es/articulos/conoces-legislacion-publicitaria-cada-pais
Van Raan, A. F. (1993). Advanced bibliometric methods to assess research performance and scientific development: basic principles and recent practical applications. Research Evaluation, 3(3), 151-166.
Van Raan, A. F. (2014). Advances in bibliometric analysis: research performance assessment and science mapping. Bibliometrics Use and Abuse in the Review of Research Performance, 87, 17-28.
Vrontis, D., Makrides, A., Christofi, M., y Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Woods, S. (2016). # Sponsored: The emergence of influencer marketing. Trace:Tennessee Research and Creative Exchange. University of Tennessee, Knoxville.
Zeljko, D., Jakovic, B., y Strugar, I. (2018). New methods of online advertising: social media influencers. Annals of DAAAM y Proceedings, 29
Copyright (c) 2023 Revista Estrategia Organizacional
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
COPYRIGHT AND OPEN ACCESS POLICY
Journal
The journal provides immediate open access to its content, based on the principle of giving the public free access to research and contributing to a greater global exchange of knowledge.
Therefore, it publishes under the Creative Commons 4.0 Attribution – Non-Commercial - Share-alike (BY-NC-SA) license: Commercial use of the original work or of possible derived works is not allowed, the distribution of which must be performed with a license equal to that which regulates the original work. To see more go to: http://creativecommons.org/licenses/by-nc-sa/4.0/
The journal allows self-archiving after publication with the version edited by the journal, both on personal websites and institutional repositories of the same area of knowledge, as long as the journal is directly cited and the URL leading to the article is given in the journal's Web space. The journal does not request any kind of forfeit of the managed content.
For all management, the Revista Estrategia Organizacional adheres to the COPE Code of Conduct for Journal Editors along with some COPE Best Practices Guidelines. The journal’s Code of Ethics can be found at:
http://selloeditorial.unad.edu.co/images/Documentos/OJS/ECACEN/C%C3%B3digo_de_%C3%A9tica.pdf
Author
The content of the article must be unpublished, it must not be in the process of evaluation by another institution, it must not have been distributed to third parties, there must be no legal or contractual limitation that prohibits the author from authorizing the use of their work in open access and in printed or digital form.
Obtaining reproduction rights for all graphical material (tables, figures, diagrams, photographs) is the responsibility of the authors. Therefore, they must send authorizations for the publication and use of this material.
Each author must sign the ‘Copyright Transfer Agreement’, transferring the rights to Universidad Nacional Abierta y A Distancia (UNAD) and the Revista Estrategia Organizacional.
The authors of the articles selected for publication must read and know the journal's code of ethics. In all cases, the Editor and Editorial Committee declare that the opinions expressed are the sole responsibility of the authors.
Preservation policy
Our journal preserves files through the servers of the UNAD newspaper library with the OJS platform. It has the PKP PLN tool that allows preserving the content of the journal regardless of where it is hosted. Thanks to the LOCKSS Private Network. The information can be expanded at: https://pkp.sfu.ca/2016/08/08/pkp-lockss-pln-update
Additionally, the journal has OAI-PMH interoperability protocols: Open Archives Initiative-Protocol for Metadata Harvesting. Details can be found at the following link: https://hemeroteca.unad.edu.co/index.php/revista-estrategica-organizacio/oai.
