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“The social groups are made up of members with very
different from each other, so that an individual will take as
reference the “social norms” to evaluate their own achievements. So your
level of self-satisfaction and self-deception will be determined largely by
the models with whom he compares himself “.
(Bandura, 1971: 29).
As users of social networks increased, companies
interested in establishing themselves in this medium, since, the target market that
they wanted to reach was there and was constantly connected. The networks
they became the perfect communication tools for companies, since
that modified the way in which brands and consumers interact, which
it represents a change in the customer’s shopping experience (Madrigal, 2015: 14).
The brands identified the opportunity to develop a community of followers
of the brand, in which the followers may be exposed to communiqués or
advertising content that will be well received by this community. And thanks
segmentation offered by social media, became the most sophisticated
study mechanism that you would have never imagined. Far beyond the
definitions of the target market based on geographical location, age and
sex. Now even more specialized niches can be established that include tastes
Liliana Ivonne García Mendívil
46
musical, television and film, political ideas, past and future travel,
studies and work, together with all kinds of adhesions and preferences (Orihuela, 2008).
But beyond the creation of a brand community, they identified the
emergence of individuals to whom people devotedly followed, supported and
they admired They replace the old celebrities of television and film. These
New celebrities of the digital age are known as influencer.
Sacred (2013) defines the term influencer as:
“A person who generates information based on their opinion about products,
services, trends and / or current issues, with a great power of
recommendation, veracity and influence. They have a Community of their own
readers generated around his person, composed of a large number
of followers / subscribers / fans that have the influencer
Influence of content published on Instagram
by influencers in the imitation of stereotypes
This work is under a Creative Commons License
Attribution-NonCommercial-Share International 4.0.
47
particular that provokes admiration and allows people to idealize the influencer,
want to be like them. The ability to generate influence is vital for these
individuals and according to Armano (2011), the six factors that determine the
Influence of an influencer are the following:
Reach (Reach)
Nowadays, the power of an influencer is not limited only to platforms like
newspapers and television, including its scope and coverage. For example, a journalist
really influential can expand such means, regardless of their
editorial or television commentary. These media can be blogs or social networks,
where it is possible to propagate your ideas and expressions in an exponential way.
Proximity (Proximity)
They are people we know, so proximity is very important and power
of influence is much stronger, although our scope is more limited. In
smaller networks, people are more likely to act and agree with
the influencer’s recommendations.
Expertise (Experience)
Communication in the media is based on experts in fields that
They offer opinions about events related to their experience. In the
Social Networks also exist experts, but their experience is not gained through
a set of courses, but through the participation and value of a social system.
Relevance
The influence is as effective as the relevance or the relationship of the matter. The relevance
of a certain matter is proportional to the performance capacity that the
influencer has within a community or group.
Liliana Ivonne García Mendívil
48
Credibility (Credibility)
Credibility is important and a factor that determines influence. The activities
and transparency of individuals help build the dimension of their reputation.
Trust (Trust)
Trust is linked to influence. The reason why we trust in our
friends, even if they lack experience and credibility, it’s because we believe in them
by sharing the same interests, and also simply because we know them.
The social web, however, creates a new dynamic, a kind of “environment
intimate “where a level of trust is established, even if we do not know
personally to all contacts in our network.

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