Studygrammers: Learning Influencers as a Source of Credibility

Arango-Montoya S.; Gallardo-Echenique E. · Proceedings - 2021 16th Latin American Conference on Learning Technologies, LACLO 2021 (2021) · DOI: 10.1109/laclo54177.2021.00102

Resumen

Studygrammers are personalities who are characterized by creating content related to learning and sharing their hobbies through Instagram. This study analyzes how studygrammers can generate credibility to be part of a digital advertising strategy. This study is positioned in the interpretive paradigm. Its approach is qualitative and its design is the case study of Luciana de la Torre Ugarte, Peruvian studygrammer, better known as Studyla on Instagram. Semistructured interviews were conducted with 15 of her followers, students between the ages of 18 and 24. The treatment of the information was done through thematic analysis. As a result, the study showed that a studygrammer must create a sense of community, maintain horizontal and frequent communication, identify with her followers and create valuable content without saturating her profile with advertising to differentiate from other personalities and generate credibility to be part of a digital advertising strategy.

Instituciones: Universidad Peruana de Ciencias Aplicadas