Tesis: Licenciatura
2018-04-04
ODS de la ONU
Este producto contribuye a los siguientes Objetivos de Desarrollo Sostenible
The present work was proposed to investigate the degree of influence of Instagram in the promotion and strengthening of the fitness culture in gym users of Santiago de Cali, Colombia. For this purpose, it was decided to resort to mixed methods, granting a similar weight to both types of data (QUAL and QUAN), through a sequential exploratory design (DEXPLOS). In the first case, twelve semi-structured interviews were carried out with people participating in the fitness culture; the QUAN analysis was carried out on the activity of a group of Influencers selected for this purpose during a period of 28 days; finally, a joint analysis was made based on the findings of both approaches. It was found that Instagram exerts an enormous influence in the promotion and strengthening of the fitness culture based mainly on two elements: i) The Influencers - number of followers, frequency of posting, drag or ability to call, time spent on the platform, type of posting, type and frequency of the interactions they generate and categories to which their content generation is directed-, and ii) the benefits of the platform -the charm of the image, clarity of the video, influence of other followers, possibility of be updated and informed, convenience to disconnect from the routine and learn about favorite topics, opportunities to get known and get clients for products and services associated with fitness culture, and suitability to make calls and promote activities related to this lifestyle. This influence, however, is qualified by low volumes of interaction -from a strictly percentage perspective-, the existence of several versions of what the fitness culture should be and the complex role of the fitness industry in this context
Idioma
Español
Fecha Publicación
2018-04-04
País
Colombia
Ciudad
Cali | Valle del Cauca