El impacto de la apariencia física en los procesos de relacionamiento social y su incidencia en el marketing

Abstract

The dynamics of market, negotiation and appreciation in the world are changing, because now everything is more media, digital and less personal, a situation that links us and directly affects everyone; whether as fashionistas, consumers or owners of large companies we have to adapt to the speed of this itinerant mutation and keep up with it. Currently technology and the digital boom sign the trend in almost all the dynamics of social relations and in terms of marketing, technology marks the design of the strategy and unveils the success of it. This article aims to show how omnipresent marketing is shaped according to market trends, without neglecting the role played by the people behind these strategies that impact the market and influence brand building, taking into account that, although now everything revolves around the digital still see the people above the product.

This will generate an interdisciplinary dialogue, which includes the history of physical appearance or in itself the elements that make up the construction of it as they are makeup and fashion and a bit of context on marketing and insertion of digital trends in the business sector, the international context of this dynamic in European and North American countries, as well as the inclusion of some Colombian cases in which we see influencers as part of brand building and organic content generation that generates value.