Bloggers de moda en Ecuador, un fenómeno tardío con oportunidadesestudio de caso de "Front Row", "The Fashion Pixel" y "Lifestyle Kiki"
- Fontenla Pedreira, Julia
- Ramos Gil, Yalitza Therly
- Rúas Araújo, José (coord.)
- Martínez Fernández, Valentín Alejandro (coord.)
- Rodríguez, María Magdalena (coord.)
- Puentes Rivera, Iván (coord.)
- Yaguache Quichimbo, Jenny (coord.)
- Sánchez Amboage, Eva (coord.)
Editorial: Universidad Técnica Particular de Loja ; XESCOM. Red Internacional de Investigación de Gestión de la Comunicación
ISBN: 978-9942-25-054-4
Ano de publicación: 2016
Páxinas: 716-727
Congreso: Simposio Internacional sobre Gestión de la Comunicación (2. 2016. ----)
Tipo: Achega congreso
Resumo
Blogs and social networks have revolutionised the sector of communication in fashion. Nowadays, they have become a powerful voice in this field both in Europe and EEUU. However, this success is not as prominent in other countries, such as Ecuador, where fashion blogs are still starting as emerging media with a high potential for exploitation. This study consists of an approach to the communication established by three of the most famous fashion blogs in Ecuador: "Front Row", "The Fashion Pixel" and "LifestyleKiKi". A quantitative and qualitative analysis of their activity has been performed, taking into account their interactions, messages and daily posts. This research highlights the fact that fashion blogs are a new alternative for communication in Ecuador, still in full swing. They are mainly consumed by a young public as well as by national companies, which take advantage of them to promote their brands.