El marketing de influencers en Honduras: concepción, gestión y performatividad

Carol Melissa Ramos Martínez; Karen Jibely Villafranca Santamaría

doi:10.31921/doxacom.n40a2187

Authors

Carol Melissa Ramos Martínez Universidad Tecnológica Centroamericana (UNITEC), Honduras https://orcid.org/0000-0002-4359-1360
Karen Jibely Villafranca Santamaría Universidad Tecnológica Centroamericana (UNITEC), Honduras https://orcid.org/0009-0006-8506-8988

DOI:

https://doi.org/10.31921/doxacom.n40a2187

Keywords:

Marketing, influencer, advertising, performance, social networks

Abstract

TThe influencer marketing strategy (IMS) allows brands to communicate their messages and promote their products through the voice of an influencer. Understanding this strategy involves three key players: influencers, brands and advertising agencies. This research describes the current state of the IMS in Honduras. It identifies Honduran influencers and seeks to understand brand perception, as well as that of advertising agencies, while adding performativity as a category of analysis. Three sources of data were employed for this research: influencer profiles in social networks through netnographic elements; narratives through semi-structured interviews with brands and advertising agencies; and content analysis on performative elements present in influencers. The IMS in Honduras is not heterogeneous and requires consolidation. There is a clear typology of influencer that corresponds to what is expressed in the literature. Advertising agencies have a greater structure in management of IMS and performativity allows for a broader analysis of this strategy. Continuity in the study of IMS is suggested due the scarcity of scientific works in Honduras and the importance of strengthening the research capabilities of marketers in the country is ratified.

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Author Biographies

Carol Melissa Ramos Martínez, Universidad Tecnológica Centroamericana (UNITEC), Honduras

Master's degree in Strategic and Digital Marketing Management from Universidad Tecnológica Centroamericana (UNITEC) and Bachelor's degree in Marketing from Centro Tecnológico Universitario (CEUTEC), both from Honduras. Her research interests focus on knowledge generation in marketing through ethnomarketing studies to understand the Honduran market from a cultural and social perspective. She is also interested in influencer marketing. She has taken several courses and workshops on digital strategies, data analysis, social networks, community manager and programmatic advertising. She has work experience in customer service, finance and in marketing.
Karen Jibely Villafranca Santamaría, Universidad Tecnológica Centroamericana (UNITEC), Honduras

Master’s degree in Strategic and Digital Marketing Management at Universidad Tecnológica Centroamericana (UNITEC) and Bachelor’s in Pedagogy and Educational Sciences with Orientation in Administration and Educational Planning, at Universidad Nacional Autónoma de Honduras. Her research interests focus on influencer marketing. Her work experience centers in educational areas, specifically as a teacher in strict service of Primary Education in first and second cycle and in administrative areas in Governmental Educational Centers. She has taken courses and training updates in “Results-Oriented Leadership”, “Effective Interpersonal Relationships” and “Methodology for the Implementation of the 5s."

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