Redes sociales y marketing emocional: El papel de los influencers en la construcción de vínculos afectivos con las marcas
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El trabajo trara de Analizar el papel de los influencers en las redes sociales como facilitadoras de la construcción de vínculos entre los consumidores y las marcas, a través de estrategias de marketing emocional. El marketing emocional se define como una estrategia, que busca crear una conexión efectiva e interactiva y duradera entre el consumidor y la marca ,apelando a sus sentimientos emocionales en lugar de centrase únicamente en las características racionales del producto o servicio. Se propone para la investigación en curso de una metodología mixta que combina los métodos cualitativos y cuantitativos para obtener una compresión del fenómeno de estudio, en enfoque cuantitativo. Los resultados esperados de esta investigación podrían indicar que los influencers actúan como puente emocional entre las marcas y los consumidores humanizando la investigación y generando un sentido de cercanía.
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