Instafamous as Advertising Resource in the #QueNoTeHaganDaño Campaign

Cabanillas-Bedoya F.; Gallardo-Echenique E. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2021)

Resumen

Instafamous are people who, by creating their profile on Instagram and conquering a community of followers, become famous on this social network. This study analyzes how the instafamous advertising resource is perceived by the Sicurezza ambassadors in the #QueNoTeHaganDaño campaign. This is a qualitative study. Semi-structured interviews were conducted with 21 ambassadors of the Sicurezza brand with an age range between 25 and 34 years. The participants positively perceived the instafamous advertising resource; although they confused the term and did not know the concept, they reacted favorably to this advertising tool for using it in this awareness campaign and for choosing a representative personality with whom they identified.

Instituciones: Universidad Peruana de Ciencias Aplicadas