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

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.