{"id":9713,"date":"2024-02-14T20:52:54","date_gmt":"2024-02-14T20:52:54","guid":{"rendered":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/?p=9713"},"modified":"2024-02-14T20:55:25","modified_gmt":"2024-02-14T20:55:25","slug":"uso-de-influencers-en-el-marketing-digital-de-las-empresas-turisticas-espanolas","status":"publish","type":"post","link":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/2024\/02\/14\/uso-de-influencers-en-el-marketing-digital-de-las-empresas-turisticas-espanolas\/","title":{"rendered":"Uso de influencers en el\u00a0marketing\u00a0digital de las empresas tur\u00edsticas espa\u00f1olas"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9713\" class=\"elementor elementor-9713\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-998468a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"998468a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dea21e5\" data-id=\"dea21e5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bb28adf elementor-widget elementor-widget-spacer\" data-id=\"bb28adf\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-column 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class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-128154e elementor-widget elementor-widget-heading\" data-id=\"128154e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">> Colecci\u00f3n: Turismo y Hoteler\u00eda\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e5edbc elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"4e5edbc\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-964911e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"964911e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-0bf1f76\" data-id=\"0bf1f76\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3938434 elementor-widget elementor-widget-heading\" data-id=\"3938434\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Uso de influencers en el marketing digital de las empresas tur\u00edsticas espa\u00f1olas<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80beab6 elementor-widget elementor-widget-heading\" data-id=\"80beab6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Autor:<\/b>Rodr\u00edguez, P., y Sixto Garc\u00eda, J.\n<br>\n<b>A\u00f1o:<\/b> 2022<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-25c63f3\" data-id=\"25c63f3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-91342ca elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"91342ca\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-d589a74\" data-id=\"d589a74\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9c57fdb elementor-widget elementor-widget-image\" data-id=\"9c57fdb\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"329\" height=\"494\" src=\"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-content\/uploads\/2024\/02\/uso-de-influencers-en-el-marketing-digital-de-las-empresas-turisticas-espanolas.png\" class=\"attachment-full size-full wp-image-9715\" alt=\"\" srcset=\"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-content\/uploads\/2024\/02\/uso-de-influencers-en-el-marketing-digital-de-las-empresas-turisticas-espanolas.png 329w, https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-content\/uploads\/2024\/02\/uso-de-influencers-en-el-marketing-digital-de-las-empresas-turisticas-espanolas-200x300.png 200w\" sizes=\"auto, (max-width: 329px) 100vw, 329px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d4e1c4 elementor-widget elementor-widget-heading\" data-id=\"6d4e1c4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Libro en formato digital            <\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-487c377\" data-id=\"487c377\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a3e45f0 elementor-widget elementor-widget-text-editor\" data-id=\"a3e45f0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><strong>Resumen<\/strong><strong>:<\/strong><\/p><p>El\u00a0<strong>marketing<\/strong>\u00a0de influencia es un fen\u00f3meno en auge. Cada vez m\u00e1s organizaciones recurren a influencers para comunicar su mensaje a trav\u00e9s de las redes sociales, sobre todo en Instagram y YouTube. En este trabajo analizamos el uso que hacen de los influencers las diez empresas tur\u00edsticas espa\u00f1olas con mayor inversi\u00f3n publicitaria durante 2019 en esas dos redes sociales. Se emplea una metodolog\u00eda de modelo mixto para analizar la utilizaci\u00f3n de este tipo de figuras en la comunicaci\u00f3n de las entidades, detectar los tipos de perfiles profesionales a los que se recurre y determinar si su empleo aumenta el valor de las cuentas organizacionales. Los resultados evidencian preferencia por Instagram frente a YouTube, un aumento del Earned Media Value, y que 60% de las empresas analizadas recurren a influencers en su comunicaci\u00f3n habitual, aunque apuestan por especialistas y no necesariamente a perfiles con un n\u00famero mayor de seguidores.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8a1ed1b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8a1ed1b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7977000\" data-id=\"7977000\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f993041 elementor-widget elementor-widget-text-editor\" data-id=\"f993041\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default elementor-inline-editing pen\" style=\"font-family: var( --e-global-typography-83641c3-font-family ), Sans-serif; font-size: var( --e-global-typography-83641c3-font-size ); font-style: normal; font-weight: var( --e-global-typography-83641c3-font-weight ); line-height: var( --e-global-typography-83641c3-line-height ); color: var( --e-global-color-text ); text-align: center;\" spellcheck=\"false\" data-elementor-setting-key=\"title\" data-pen-placeholder=\"Teclea aqu\u00ed...\" data-ms-editor=\"true\"><em>* Recuerda que, para consultar esta publicaci\u00f3n, debes logearte previamente con tu ususario y contrase\u00f1a del moodle del aula virtual en Mi Campus.<\/em><\/h2>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d006058 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"d006058\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/web.p.ebscohost.com\/ehost\/viewarticle\/render?data=dGJyMPPp44rp2%2fdV0%2bnjisfk5Ie46a9Ksq6yT66k63nn5Kx95uXxjL6orUmypbBIsKqeULirrlKxrJ5oy5zyit%2fk8Xnh6ueH7N%2fiVbKusk22r7JOt5zxgeKztEiyqN96tq6rTq7b4UWyqOFJq9e3SuOj4E60rLR%2bstrke9%2fZvorj2ueLpOLfhuWz44uk2uBV89zmPvLX5VW%2fxKR57LOvTbSmr06xp7M%2b5OXwhd%2fqu37z4uqM4%2b7y&#038;vid=2&#038;sid=6042ab88-60ec-42c1-a92e-b6666f4dfcac@redis\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Encu\u00e9ntralo aqu\u00ed<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e7b558 elementor-widget elementor-widget-spacer\" data-id=\"3e7b558\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>> Colecci\u00f3n: Turismo y Hoteler\u00eda Uso de influencers en el marketing digital de las empresas tur\u00edsticas espa\u00f1olas Autor:Rodr\u00edguez, P., y Sixto Garc\u00eda, J. A\u00f1o: 2022 Libro en formato digital Resumen: &#8230; <a title=\"Uso de influencers en el\u00a0marketing\u00a0digital de las empresas tur\u00edsticas espa\u00f1olas\" class=\"read-more\" href=\"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/2024\/02\/14\/uso-de-influencers-en-el-marketing-digital-de-las-empresas-turisticas-espanolas\/\" aria-label=\"M\u00e1s en Uso de influencers en el\u00a0marketing\u00a0digital de las empresas tur\u00edsticas espa\u00f1olas\">Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":2,"featured_media":9714,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-9713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-turismo-y-hoteleria"],"_links":{"self":[{"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/posts\/9713","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/comments?post=9713"}],"version-history":[{"count":4,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/posts\/9713\/revisions"}],"predecessor-version":[{"id":9719,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/posts\/9713\/revisions\/9719"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/media\/9714"}],"wp:attachment":[{"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/media?parent=9713"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/categories?post=9713"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/tags?post=9713"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}