2026-04-17T03:55:36Zhttps://recercat.cat/oai/requestoai:recercat.cat:20.500.14342/4572025-10-30T20:03:07Zcom_2072_482405com_2072_183628col_2072_482410
RECERCAT
author
Coll-Rubio, Patricia
author
Micó, Josep-Lluís
2019
http://hdl.handle.net/20.500.14342/457
This article analyses the presence of influencer marketing in business communications strategies in the new
economy, based on the results of an exploratory investigation carried out in accordance with the
methodology of the Grounded Theory.
The categorisation of the information, obtained from the elaboration of the case studies of three digitally
native brands (Wallapop, Westwing and Fotocasa), shows that influencer marketing actions are part of their
360º communications strategy.
Actions with influencers are developed in a synergistic way with other advertising and public relations
actions, both on and offline. In terms of their approach, they follow Marston's strategic planning model,
which consists of four phases: research, planning, execution and evaluation. In this sense, its particularities
include the decision-making based on data, as well as the empowerment of the user and the brands'
agents.
eng
Attribution-NonCommercial 4.0 International © L'autor/a
Growth hacking
Mitjans de comunicació social
Relacions públiques
Màrqueting
Influencer Marketing in the Growth Hacking strategy of digital brands
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion