Impact and reach in Influencer Marketing: Analysis of Hyundai's Goal of the Century campaign on Instagram
DOI:
https://doi.org/10.31637/epsir-2024-882Keywords:
influencer, digital marketing, social marketing, green marketing, social media, Instagram, Hyundai brand, BTSAbstract
Introduction: Digital marketing is a strategy that brands cannot leave aside, since, with the Internet and social networks, they have greater reach. The objective of this work is to analyze the marketing tactics implemented in the Instagram account of the car brand Hyundai during the Goal of the Century campaign. Through the campaign it seeks to convey the commitment as a green brand. Methodology: The methodology used is mixed, the publications of the Instagram account of the brand are monitored through the analysis tool Fanpage Karma, and a direct observation is made to each publication. The research questions are: 1. What is the role of the influencer within the campaign tactics? And 2. What are the campaign tactics that generate the most interest from users on Instagram? Results: The results demonstrate different strategies and tactics, the one that stands out is influencer marketing. Discussion: Influencers work to convey the brand message and attract user attention. Conclusions: A digital marketing plan was used on Instagram and demonstrated the relevance of influencer marketing in a campaign with a social focus.
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Copyright (c) 2024 Lilia Carpio Jiménez, Evelyn Ayala-Armas, Rosario Puertas-Hidalgo
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