Influencers or prescribers: brand preferences in advertising

Abstract

The technological development that society has generated according to their needs, encourages to seek new ways and methods to satisfy the rapid consumption of information, that is, through the network, the same that facilitates social, business, communication, and business relationships. Digital communities in their eagerness to show lifestyles, products or goods work remarkably with different strategies on how to reach the retina and consciousness of the user who occupies the role of consumer. For this reason, there are people who are categorized as: influencers or prescribers, who try to gain ground in a competitive environment and little regulated or grounded under the theory. This work seeks to define a list of Ecuadorian personalities that are representative in the network (only Instagram), and identify the main differences, features, style and ability to disseminate advertising content, developed through observation and content analysis, as well as the qualification of different selection criteria. Finally, it is possible to establish that business brands prefer influencers who contribute and generate content that is linked to their style.