Contenido principal del artículo

Sandra Milena Amaya Henao
Tecnológico de Antioquia, Institución Universitaria
Colombia
https://orcid.org/0000-0003-4029-304X
Biografía
Germán Augusto Silva Cortés
Tecnológico de Antioquia, Institución Universitaria
Colombia
https://orcid.org/0000-0003-3363-8898
Biografía
Yanyn Aurora Rincón Quintero
Tecnológico de Antioquia, Institución Universitaria
Colombia
https://orcid.org/0000-0003-2427-3161
Biografía
Núm. 22 (2021), Artículos del monográfico
DOI: https://doi.org/10.14201/fjc-v22-22695
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Resumen

Los Influencers gastronómicos se han constituido en figuras que inciden altamente en el reconocimiento e impulso de los negocios en este sector y a su vez permiten a la comunidad conocer la diversidad gastronómica que puede encontrarse en la ciudad de Medellín. Este artículo tiene como objetivo conocer el impacto de los Influencers en las estrategias promocionales del sector gastronómico de la ciudad de Medellín, por medio de una investigación no experimental, transeccional descriptiva y de campo, mediante la técnica de entrevista a Influencers y a Administradores de negocios del sector, así como con la aplicación de una encuesta al público en general, a través de un cuestionario multivariado, de opciones múltiples. Los resultados mostraron que los influencers son la opción predilecta cuando los establecimientos del sector desean promocionar sus productos, ya que logran un mayor alcance en menos tiempo y a menor costo que con otros medios más tradicionales, particularmente desde la red social Instagram; además, de contribuir en gran medida al aumento en los indicadores de cumplimiento en ventas gracias a su intervención.

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