Caracterización sectorial y de género de los Influenciadores de Medios Sociales en X

María del Mar Muñoz Martos; María-Mercedes Rojas-de-Gracia

doi:10.7764/cdi.60.78650

Autores/as

María del Mar Muñoz Martos Universidad de Málaga (España) https://orcid.org/0000-0002-5604-1392
María-Mercedes Rojas-de-Gracia Universidad de Málaga (España) https://orcid.org/0000-0002-5006-039X

DOI:

https://doi.org/10.7764/cdi.60.78650

Palabras clave:

engagement, género, sector de actividad, social media influencer, TOPSIS, Twitter, X

Resumen

Para llevar a cabo campañas de comunicación de marketing de influenciadores es necesario estudiar su idoneidad y la de la red social a utilizar. Esta investigación pretende poner de manifiesto la caracterización de X (anteriormente Twitter) en función del sector de actividad y el género de los influenciadores de medios sociales (SMI, por su sigla en inglés) tan exitosos que pueden considerarse celebridades. Para ello, se analizó la presencia y el engagement de 60 SMI españoles, recopilando los últimos 3200 tuits originales de cada influenciador. El análisis de la presencia por sector y género se realizó mediante estadística descriptiva. Para estudiar el engagement se utilizó el índice compuesto calculado en Muñoz y sus colegas (2022), obtenido mediante el método multicriterio TOPSIS, a partir del cual se han estudiado las diferencias de sector y género. Los principales resultados indican que los sectores con mayor presencia en X son el tecnológico, el de negocios y, en menor medida, el de videojuegos. Este último es el que consigue mayores niveles de engagement. Sin embargo, este no viene condicionado solo por el sector de experiencia del SMI, sino que depende en gran medida de su personalidad. En cuanto el género, es principalmente masculino, que también es el que consigue un mayor engagement. Estos resultados hacen de X una red especialmente adecuada para promocionar productos relacionados con el sector de videojuegos y aquellos destinados al público de género masculino.

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Biografía del autor/a

María del Mar Muñoz Martos, Universidad de Málaga (España)

María del Mar Muñoz Martos, doctora cum laude en Ciencias Económicas y Empresariales por la Universidad Complutense de Madrid. Profesora titular del Departamento de Economía Aplicada (Matemáticas) de la Universidad de Málaga. Cuenta con varias publicaciones de impacto en el campo del análisis multicriterio, a nivel teórico y aplicado. Sus publicaciones más recientes estudian el comportamiento de usuarios e influenciadores en redes sociales y el análisis sectorial de la orientación al marketing interno de las empresas.

María-Mercedes Rojas-de-Gracia, Universidad de Málaga (España)

María-Mercedes Rojas-de-Gracia, doctora cum laude en Ciencias Económicas y Empresariales por la Universidad de Málaga, en el área de Comercialización e Investigación de Mercados. Es profesora titular de la Universidad de Málaga (España), principalmente en la Facultad de Marketing y Gestión de esa misma universidad. Cuenta con varias publicaciones de impacto. Sus principales líneas de investigación están centradas en el estudio del comportamiento de usuarios e influenciadores en redes sociales y de la toma de decisiones del consumidor.

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