Beyond Followers and Engagement: Rethinking Employability in the Influencer Economy
| dc.contributor.author | Peña García, Nathalie | spa |
| dc.contributor.author | van der Woude, David | spa |
| dc.contributor.orcid | van der Woude, David [0000-0003-1682-9481] | spa |
| dc.contributor.other | Beck, Max | |
| dc.contributor.scopus | van der Woude, David [57204114134] | spa |
| dc.date.accessioned | 2026-03-05T20:58:19Z | |
| dc.date.issued | 2026-03-05 | |
| dc.description.abstract | La rápida expansión del marketing de influencers ha posicionado a los influencers de redes sociales (SMIs) como actores estratégicos clave dentro de los ecosistemas de branding contemporáneos. A pesar del crecimiento económico sostenido del sector, las empresas siguen reportando altos niveles de insatisfacción, incertidumbre y fricción operativa al seleccionar y gestionar influencers. Esta paradoja apunta a un problema estructural más profundo: la ausencia de marcos estandarizados para evaluar la empleabilidad de los influencers. | spa |
| dc.description.abstractenglish | he rapid expansion of influencer marketing has positioned Social Media Influencers (SMIs) as critical strategic actors within contemporary branding ecosystems. Despite the sector’s sustained economic growth, firms continue to report high levels of dissatisfaction, uncertainty, and operational friction when selecting and managing influencers. This paradox points to a deeper structural issue: the absence of standardized frameworks for evaluating influencer employability | en |
| dc.description.orcid | https://orcid.org/0000-0002-6594-5940 | |
| dc.description.orcid | https://orcid.org/0000-0003-1682-9481 | |
| dc.description.scopus | https://www.scopus.com/authid/detail.uri?authorId=57204114134 | |
| dc.description.scopus | https://www.scopus.com/authid/detail.uri?authorId=57202849705 | |
| dc.identifier.instname | instname:Colegio de Estudio Superiores de Administración (CESA) | spa |
| dc.identifier.reponame | reponame:Repositorio Colegio de Estudio Superiores de Administración (CESA) | spa |
| dc.identifier.uri | http://hdl.handle.net/10726/6176 | |
| dc.relation.citationendpage | 16 | |
| dc.relation.citationstartpage | 1 | |
| dc.rights.accessrights | info:eu-repo/semantics/openAccess | |
| dc.rights.local | Abierto (Texto Completo) | spa |
| dc.subject | Social media influencers | |
| dc.subject | Digital marketing | eng |
| dc.subject | Branding (Marketing) | eng |
| dc.subject | Marketing ecosystems | eng |
| dc.subject | Advertising - Social media | eng |
| dc.subject | Social media - Economic aspects | eng |
| dc.title | Beyond Followers and Engagement: Rethinking Employability in the Influencer Economy | |
| dc.type.coar | http://purl.org/coar/resource_type/c_2df8fbb1 | |
| dc.type.driver | info:eu-repo/semantics/article | |
| dc.type.redcol | http://purl.org/redcol/resource_type/ART | |
| dc.type.version | info:eu-repo/semantics/acceptedVersion | eng |
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