BEHAVIOUR PATTERNS AND PROFESSIONAL SUCCESS OF INFLUENCERS. A STUDY OF PERCEPTIONS

Abstract

The aim of this study is getting to know what are the keys that support the success of the influencers in social media. The purpose is to identify certain acting ways that arise in their posts, as well as studying any other aspects related to their personal style, the technology applied, the ammount of time employed on the Internet, etc. The sample used is based by 103 spanishspeaking influencers, and the data recolleted by a 20 items handmade questionnaire which has enabled a quantitative analysis with an overrated frecuencies and calculations. In addition to, a qualitative research composed by an open questions interview. The results throw the possibility to consider a method of working that reveals some patterns which cannot be calified as casual or arbritrary. The results remark that profesional influencers take care of the content they upload, as well as its format, the Schedule, the length and the strategies used in order to interact with their folllowers. Also, takin into consideration their profile target and the companies that support them. Related to this investigation’s implications, we consider that our study offers an exact relation between real and actual database, which would be useful for those who are interested in such activity in a profesional way or because they are looking for ways to link themselves with potential companies