Caracterización y análisis de contenido de los micro-influencer, mega-influencer y figura pública en Colombia

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dc.contributor.advisorCasadiego Alzate, Rodolfo
dc.contributor.authorGómez Álvarez, Lina Paola
dc.contributor.authorGonzález Aislant, Juan Camilo
dc.coverage.spatialMedellín - Antioquia
dc.coverage.temporalJunio 2024 a Mayo de 2025
dc.date.accessioned2025-10-27T15:27:11Z
dc.date.available2025-10-27T15:27:11Z
dc.date.issued2025-07-14
dc.description.abstractLas plataformas de las redes sociales en la actualidad se han vuelto fundamentales para la publicidad digital, debido a estas nacieron personalidades como los Influencers, que han crecido o han cogido una relevancia gracias a su contenido generando opiniones entre su audiencia, y asi permitiendo cambiar las percepciones sobre una marca. Asimismo, se analiza como estos pueden influir sobre una audiencia en pequeña escala como los Micro-Influencers y en gran escala como los Mega-Influencers en una plataforma como X (anteriormente conocidas como Twitter) permitiendo identificar patrones significativos. Como objetivo principal de la presente investigación, es caracterizar el contenido generado por las categorías de influencers: Micro-Influencers, Mega - influencers y Figura pública, con el fin de comprender las temáticas predominantes en sus publicaciones. Identificando como estas afectan sus respectivas audiencias. Para esto, se aplicó minería de texto y análisis de emociones sobre 641.252 post de 957 perfiles seleccionados a través de Social Blade, logrando abarcar los años desde el 2020 hasta el 2023. Los hallazgos indican que los Micro-Influencers crean una conexión emocional más fuerte, sobresaliendo en temas sociales, culturales y políticos; por su parte, los Mega-Influencers se comunican de forma más sistemática y diversa. Ambos abordan temas delicados, pero con tonos y estilos diferentes. En esl análisis emocional se evidenció una gran cantidad de sentimientos negativos, como el miedo y la ira, que podrían afectar la opinión pública. En síntesis, se identifica que no hay un influencer perfecto o ideal, ya que se puede definir qué, los Micro-Influencers son buenos para generar confianza y credibilidad, mientras que los Mega-Influencers tienden a tener un mayor alcance en un público más diverso, asimismo, se identificó que ambas categorías de influencers son eficaces dependiendo de los objetivos y criterios de la marca.spa
dc.description.abstractenglishdependiendo de los objetivos y criterios de la marca. Social media platforms have nowadays become fundamental for digital advertising, due to these, personalities such as Influencers were born, who have grown or have gained relevance thanks to their content generating opinions among their audience, and thus allowing to change perceptions about a brand. It also analyzes how they can influence an audience on a small scale as Micro-Influencers and on a large scale as Mega-Influencers on a platform such as X (formerly known as Twitter) allowing to identify significant patterns. The main objective of this research is to characterize the content generated by the categories of influencers: Micro-Influencers, Mega-Influencers and Public Figure, in order to understand the predominant themes in their publications. Identifying how these affect their respective audiences. For this, text mining and emotion analysis was applied on 641,252 posts from 957 profiles selected through Social Blade, covering the years from 2020 to 2023. The findings indicate that Micro-Influencers create a stronger emotional connection, excelling in social, cultural and political topics, while Mega-Influencers communicate in a more systematic and diverse way. Both address sensitive topics, but with different tones and styles. The emotional analysis revealed a large number of negative feelings, such as fear and anger, which could affect public opinion. In summary, it is identified that there is no perfect or ideal influencer, since it can be defined that Micro-Influencers are good at generating trust and credibility, while Mega-Influencers tend to have a greater reach in a more diverse audience, also, it was identified that both categories of influencers are effective depending on the objectives and criteria of the brand.spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameinstname:Politécnico Grancolombianospa
dc.identifier.reponamereponame:Alejandría Repositorio Comunidadspa
dc.identifier.repourlrepourl:http://alejandria.poligran.edu.cospa
dc.identifier.urihttp://hdl.handle.net/10823/7892
dc.language.isospaspa
dc.publisher.facultyFacultad de Sociedad, Cultura y Creatividadspa
dc.publisher.programMercadeo y Publicidadspa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa
dc.subject.keywordsElectronic word of mouthspa
dc.subject.keywordsMega-influencerspa
dc.subject.keywordsMicro-influencerspa
dc.subject.keywordsText miningspa
dc.subject.keywordsUser-generated contentspa
dc.subject.lembComportamiento del consumidorspa
dc.subject.lembInnovaciones tecnológicas - mercadeospa
dc.subject.lembPlataformas digitales - redes socialesspa
dc.subject.proposalContenido generado por usuariospa
dc.subject.proposalMega-influencerspa
dc.subject.proposalMicro-influencerspa
dc.subject.proposalMinería de textospa
dc.subject.proposalVoz a voz electrónicospa
dc.titleCaracterización y análisis de contenido de los micro-influencer, mega-influencer y figura pública en Colombiaspa
dc.title.translatedCharacterization and Content Analysis of Micro-Influencers, Mega-Influencers, and Public Figures in Colombiaspa
dc.typebachelorThesisspa
dc.type.coarhttp://purl.org/coar/resource_type/c_7a1fspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.driverinfo:eu-repo/semantics/bachelorThesisspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.type.localTesis/Trabajo de grado - Monografía - Pregradospa
dc.type.redcolhttps://purl.org/redcol/resource_type/TP
dc.type.versioninfo:eu-repo/semantics/draftspa

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