{"id":9148,"date":"2023-03-01T14:00:45","date_gmt":"2023-03-01T19:00:45","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=9148"},"modified":"2023-03-06T08:12:42","modified_gmt":"2023-03-06T13:12:42","slug":"defluencing-la-nueva-tendencia-de-consumo-consciente","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/defluencing-la-nueva-tendencia-de-consumo-consciente\/","title":{"rendered":"#Defluencing, la nueva tendencia de consumo consciente"},"content":{"rendered":"<h2>Presetado por los estudiantes de la clase de Individuo, Consumo y Sociedad: Jose David Hern\u00e1ndez Guevara, Juan Esteban Rivas Correa, Cesar Velasco Jim\u00e9nez, Isabella Valderruten, Nelson Ospina Mosquera y Natalia Orejuela.<\/h2>\n<p>En los \u00faltimos a\u00f1os, la aparici\u00f3n de las redes sociales, ha tenido gran influencia en el curso de la historia de la humanidad y en la forma en la que se percibe el consumo de bienes, servicios y productos. Tiktok, la red social con mayor tasa de crecimiento en los \u00faltimos a\u00f1os, cuenta con\u00a0m\u00e1s de mil cincuenta y un millones de usuarios activos al mes y ha contribuido de manera exponencial a\u00a0 impulsar las tendencias globalmente. La plataforma,\u00a0 se ha encargado de promover actitudes de consumo fren\u00e9ticas a trav\u00e9s de productos que, \u00fanicamente por ser \u201cvirales\u201d, llegan a ser consumidos sin ser evaluados previamente. Sin embargo, este consumo desmedido tambi\u00e9n ha estimulado en algunas personas el deseo de evaluar rigurosamente cada uno de los productos que se consumen, con el fin de generar mas conciencia en el proceso de compra.<\/p>\n<p>La nueva tendencia llamada \u201cDeinfluencing\u201d, consiste en animar a los usuarios a no gastar su dinero en productos virales. La tendencia, es una respuesta natural a la cultura de consumo impulsado por la publicidad en las redes sociales y puede ser una se\u00f1al de un cambio en la forma en la que los usuarios\u00a0 perciben e interact\u00faan con TikTok. Es decir, los influencers, en vez de vender, comparten sus arrepentimientos y dan consejos sobre productos que no valen la pena. El hashtag \u00abdeinfluencing\u00bb ya cuenta con m\u00e1s de 170 millones de videos y ha estado creciendo constantemente en los \u00faltimos meses.<\/p>\n<p>Esta nueva tendencia sugiere\u00a0 un problema para la publicidad y el marketing digital, ya que, algunos expertos creen que esta tendencia podr\u00eda marcar el fin de la era de la \u201cpublicidad f\u00e1cil\u00bb en la econom\u00eda del marketing de influencers. Que alcanz\u00f3 los $16.4 mil millones en 2022; lo curioso es, que al tratarse de\u00a0<a href=\"https:\/\/www.marketeroslatam.com\/inversion-de-redes-sociales-en-creadores-y-la-creacion-de-contenidos\/\">creadores de contenido<\/a>\u00a0de poco alcance, se corren menos riesgo de conflicto con las empresas, permitiendo cr\u00edticas no condicionadas por ning\u00fan factor m\u00e1s all\u00e1 de la experiencia misma con el producto. De esta manera, nace una nueva masa de Desinfluencers, que permitir\u00edan a los consumidores contar con ambas caras de una misma propuesta comercial, sumando nuevos desaf\u00edos a las empresas que ahora deber\u00e1n superar las opiniones abiertas y m\u00e1s realistas de sus productos el mercado.<\/p>\n<p>En pocas palabras, casos como estos permiten invalidar la premisa general de que las generaciones actuales son m\u00e1s manipulables, ya que, al generalizar se estar\u00eda negando el trabajo de quienes se han sumado a esta tendencia. Aun as\u00ed, se sabe que este movimiento est\u00e1 surgiendo, no solo para\u00a0 reducir el consumismo impulsivo, sino tambi\u00e9n como respuesta a la saturaci\u00f3n de influencers. Esta generaci\u00f3n, as\u00ed como las anteriores, se adapta constantemente a los cambios, tiende a ser anal\u00edtica y tiene mucho que ofrecer. Casos como este se est\u00e1n\u00a0 encargando de demostrarlo.<\/p>\n<p>La sociedad actual se esta transformando, y como consumidores mas objetivos, cr\u00edticos y responsables con el medio ambiente, buscamos fomentar cambios en la sociedad que no permita continuar con el consumo desmedido que tanto ha caracterizado a las \u00faltimas d\u00e9cadas.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Presetado por los estudiantes de la clase de Individuo, Consumo y Sociedad: Jose David Hern\u00e1ndez Guevara, Juan Esteban Rivas Correa, Cesar Velasco Jim\u00e9nez, Isabella Valderruten, Nelson Ospina Mosquera y Natalia Orejuela. En los \u00faltimos a\u00f1os, la aparici\u00f3n de las redes sociales, ha tenido gran influencia en el curso de la historia de la humanidad y [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":9149,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58,60],"tags":[],"class_list":["post-9148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","category-articulos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>#Defluencing, la nueva tendencia de consumo consciente | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/defluencing-la-nueva-tendencia-de-consumo-consciente\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#Defluencing, la nueva tendencia de consumo consciente | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Presetado por los estudiantes de la clase de Individuo, Consumo y Sociedad: Jose David Hern\u00e1ndez Guevara, Juan Esteban Rivas Correa, Cesar Velasco Jim\u00e9nez, Isabella Valderruten, Nelson Ospina Mosquera y Natalia Orejuela. 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