In order to evaluate the forms of interaction in the main Instagramers from Peru and Colombia, an exploratory analysis of their profiles was carried out on the Instagram audiovisual platform during 2019. For this reason, firstly, the Heepsy tool was used to establish the influencers with greater impact within the platform in both countries and then, through the monitoring tools Fan Page Karma and Social Blade, to determine a set of variables and parameters regarding their interaction. The results show that the audience index is higher for Instagramers from Colombia than for the ones from Peru. In addition, there is a clear trend among digital audiences to value content through likes as a sign of interaction with it, but on the other hand, there is a representative decrease in expressing their impressions with words and comments regarding what they observe; this is also established by the...

The way in which individuals and groups explain poverty shapes how they relate to it. This paper inquires the beliefs of university students about the causes of poverty and analyses the relation of these beliefs with their professional training area. An assessment instrument that considers three type of attributions -individualist, socio-structural and fatalistic-, was administered to a sample of 448 advanced university students belonging to nine social sciences programs, aged between 19 and 42 years (M = 22.92; SD = 3.12). The results obtained indicate important variations in the explanations about poverty according to the professional training area. Students of economic sciences emphasized the importance of individual factors, psychology and law students tended to mixed explanations and sociology students showed a wide preference for socio-structural causes over individual and fatalist...

Avoiding commercial content while consuming media is not a new phenomenon. The theory recognizes different mechanisms to explain this behavior and the use of advertising blockers can be recognized as an active and conscious behavioral response to this type of content. It is interesting to delve into the reasons that can explain this response by the user. This article analyzes to what extent the use of these ad blocking software is related to conscious attitudes and what is the probability that certain profiles will use them more or less. The case of online news users in Spain is studied with the data from the Digital News Report 2018, which surveyed a representative sample of 2023 Spanish adults. Through a binomial logistic regression, it is shown that some demographic aspects such as age and gender seem to indicate a greater propensity to use this type of online advertising blocking sof...

SíColor es una página de Instagram creada por alumnos de la Universidad de Lima con el propósito de recolectar y expandir todo el conocimiento en relación al color, como por ejemplo, los significados en las diversas culturas, el uso de este en la paleta de colores de las películas, el uso del color en la publicidad y el marketing, etc., y así despertar la curiosidad de las personas. Esta plataforma digital contiene distintos tipos de materiales como posts, reels, historias e historias destacadas para comunicar de mejor manera toda la información al respecto. La información publicada en cada espacio está respaldada por diversas fuentes como páginas web, entrevistas y artículos académicos, para así brindar datos con mayor precisión. Respecto a la manera de comunicar la información, como se mencionó, Instagram tiene diferentes tipos de contenido y a cada uno se le ha asignad...

The general goal of this research is to address the way in which the twenty-five first Spanish publishers in literature publication manage their social networks. For this, through the PRGS model, the weight of the main social networks (Facebook, Twitter and Instagram) in the digital marketing strategy of these Spanish publishing companies is analysed from a triple dimension: a) the attraction of users, b) content generation, and c) users' engagement to the brand. The study conducted on these twenty-five Spanish publishers concludes that Facebook is the one that generates the most fans, compared to Twitter and Instagram. Nonetheless, Twitter is the network most used to generate content. Finally, in terms of engagement, the results point out Instagram as the network where better results are obtained

Universidad Nacional Agraria La Molina. Escuela de Posgrado. Doctorado en Ciencias e Ingeniería Biológicas