FOLLOW, LIKE, BUY

THE “SECRET” FORMULA OF DIGITAL INFLUENCE

Authors

  • Mardoqueo Carranza Escuela de Comunicación Mónica Herrera
  • Roberto Palomo Escuela de Comunicación Mónica Herrera

DOI:

https://doi.org/10.5377/aai.v1i15.20800

Keywords:

Marketing, Online Social Networking-Influence, Digital communications-Scientific research, Internet-Commerce-Latin America-Research

Abstract

The accelerated growth of e-commerce and internet access in Latin America has, among other things, created ample business opportunities for organizations dedicated to online advertising (agencies, media, creatives, among others). However, another type of digital marketing also found an opening: Influencer Marketing, where people or organizations with a wide base of followers on social media promote products or services to their audience. The main objective of this research is to know if, in fact, digital influence exists and, if so, how it is achieved, replicated and optimized. This research is based on the principles of influence as proposed by Robert Cialdini and includes the points of view of digital marketing professionals, influencers, advertisers and psychologists. After the investigative process, an experiment was run in collaboration with Alértux, an influencer organization focusing on citizenship issues with more than half a million people in their community. The experiment was designed to compare and contrast the effectiveness of digital influence against that of traditional digital ads. Finally, all the learnings were systematized and, with insights of CapaUno consulting team, a model was built to chart the process of digital influence and how to replicate it.

ECMH ABIERTA_II_N15-2021-30-45.

Abstract
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Author Biographies

Mardoqueo Carranza, Escuela de Comunicación Mónica Herrera

Mardoqueo Carranza is an IT professional with 20 years of experience in developing online stores and online banking solutions. He is the co-founder of a dozen digital ventures, general manager of Web Informática, the oldest web development company in El Salvador, and professor of Web Design at the Escuela de Comunicación Mónica Herrera.

Roberto Palomo, Escuela de Comunicación Mónica Herrera

Roberto Palomo Cea es emprendedor digital en serie, ha cofundado una docena de empresas de tecnología en la región centroamericana. Es director presidente de CapaUno, consultora especializada en emprendimiento y transformación digital, además de conferencista en temas de emprendimiento digital y frecuente formador en transformación digital para universidades.

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Cialdini, R. B. (2016). Summary of Pre-Suasion: A Revolutionary Way to Influence and Persuade by Robert B. Cialdini. Abbey Beathan Publishing.

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Published

2021-12-31

How to Cite

Carranza, M., & Palomo, R. (2021). FOLLOW, LIKE, BUY: THE “SECRET” FORMULA OF DIGITAL INFLUENCE. Abierta. Anuario De investigación, 1(15), p. 30–44. https://doi.org/10.5377/aai.v1i15.20800

Issue

No. 15 (2021): Think digital

Section

Institutional research

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Copyright (c) 2021 Mardoqueo Carranza, Roberto Palomo

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