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Title: La identificación de microinfluencias como elemento estratégico en las campañas de comunicación
Author: Medel Vivas, Laura
Tutor: Fernández Cuesta, Jordi
Keywords: social networks
big data
digital transformation
Issue Date: Jun-2019
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The use of microinfluencers is a technique that is gaining strength in the communication sector. Its multiple advantages, among which its greater truthfulness and greater effectiveness of its messages, have made it an ally for brands. Even so, their identification stills laborious and almost manual. Through this work we intend to develop a model of identification of microinfluences for a specific niche through Twitter. To do this, we will focus on the world of digital transformation and, through the massive recovery of data by the Twitter API, we will identify the most influential users through the interactions of our target audience. Likewise, the characteristics of the profiles of the microinfluencers identified by this method, the communities to which they belong and their main differences with respect to the influencers of the same niche will be analyzed.
Language: Spanish
Appears in Collections:Bachelor thesis, research projects, etc.

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