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El impacto de los micro influencers en el marketing emocional

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dc.contributor.advisorSáenz Bohórquez, Andrés
dc.creatorGallego Acosta, Isabella
dc.creator.degreeMagíster en Marketing Digital y Customer Experience
dc.creator.degreeLevelMaestría
dc.date.accessioned2026-05-04T20:44:35Z
dc.date.available2026-05-04T20:44:35Z
dc.date.created2010-05-26
dc.descriptionEste estudio analiza el impacto de los microinfluenciadores en el marketing emocional para fortalecer la relación entre marca y audiencia, a partir de un caso con Chevignon Colombia. Mediante una metodología mixta (métricas y análisis de contenido), se evidenció un aumento en alcance, engagement y ventas. Los resultados muestran que los contenidos más efectivos son los naturales, cotidianos y emocionalmente cercanos, ya que generan mayor conexión con el público. Se concluye que la autenticidad, la narrativa emocional y la optimización basada en datos son claves para el éxito de campañas con microinfluenciadores.
dc.description.abstractThis study analyzed the impact of micro-influencer marketing and its relationship to emotional content as a strategy to improve and strengthen the relationship between the brand and the audience. Based on this case study, which used information from the micro- influencer's social media and data provided by the marketing department of Chevignon Colombia, a mixed-methods approach was applied. This involved quantitative analysis of metrics such as reach, views, interactions, and attributed sales, while qualitative analysis of emotional content considered narrative, body language, and audience perception. A customer journey map was also designed to identify the process micro-influencers follow and how emotional content influences each stage of the consumer decision-making process, including discovery, interest, evaluation, action, and loyalty. The results of implementing the strategy included an increase in organic reach, engagement, and sales, with an estimated $32.000.000 in growth over a five-month period. In addition, I've noticed that the content with the best and highest engagement is that which uses simple, natural, everyday language in very real-life contexts. Other content that performed well showcases outfits for events like gatherings with friends and family—the kind of everyday experiences consumers typically have. This fostered a direct emotional connection, ultimately contributing to the purchasing process. 11 Finally, emotions and storytelling that reflects the brand's and content creator's authenticity build meaningful relationships with audiences. Furthermore, the implementation of trial-and-error strategies, with continuous support for content creators, is evident. This support aims to identify, based on metrics and data, what works and what doesn't, allowing for adjustments to be made and ultimately leading to the campaign's success. This case study contributes to the understanding of emotional marketing and micro-influencers as effective tools for connecting with consumers.
dc.format.extent73 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_47770
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/47770
dc.language.isospa
dc.publisherUniversidad del Rosario
dc.publisher.departmentEscuela de Administración
dc.publisher.programMaestría en Marketing Digital y Customer Experience
dc.rightsAttribution-NonCommercial-ShareAlike 4.0 International*
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectMarketing emocional
dc.subjectMicroinfluencers
dc.subjectRlación marca audiencia
dc.subject.keywordEmotional marketing
dc.subject.keywordMicro-influencers
dc.subject.keywordStorytelling
dc.titleEl impacto de los micro influencers en el marketing emocional
dc.title.TranslatedTitleThe impact of micro-influencers on emotional marketing
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaAnálisis de caso
local.department.reportEscuela de Administración
local.regionesBogotá
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