Análisis de influenciadores en Twitter Una exploración en el ámbito del mercado NASDAQ

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Joan Sebastián Rojas Rincón
Universidad de Manizales
https://orcid.org/0000-0002-1203-9979
Carlos Andres Osorio
Universidad de Manizales
https://orcid.org/0000-0002-5562-3868
El propósito de este trabajo es realizar una exploración de los principales influenciadores en la red social Twitter; con relación a las comunidades de discusión enfocadas en acciones negociadas en el mercado NASDAQ. De esta manera, se espera entender cómo se comportan las redes de influencia en grupos interesados en temas bursátiles, las cuales pueden conducir a que se produzca un comportamiento de pastoreo, haciendo cuestionable la hipótesis de eficiencia de los mercados. Se parte de una revisión de literatura, a partir de lo cual se conforma un marco de referencia para comprender el sentido del análisis de redes, la importancia de influenciadores y la forma en que estos afectan el comportamiento de los inversionistas. Luego, se ejecuta el análisis de redes sociales aplicando la herramienta NodeXL, con el fin de identificar los principales usuarios y las redes de influencia que se producen en la red social Twitter. Al final, los resultados muestran que, en el contexto de los mercados de valores, los influenciadores no son sólo individuos participantes en la industria financiera con conocimientos profundos en análisis bursátil; sino que líderes de opinión como políticos o empresarios pueden llegar a tener un papel central en las comunidades de inversión
Paraules clau
Redes sociales, Mercados financieros, Comportamiento de pastoreo, Influenciadores, NodeXL

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Com citar
Rojas Rincón, Joan Sebastián; Osorio, Carlos Andres. «Análisis de influenciadores en Twitter: Una exploración en el ámbito del mercado NASDAQ». Redes: revista hispana para el análisis de redes sociales, 2022, vol.VOL 33, núm. 1, p. 26-42, doi:10.5565/rev/redes.898.
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Aquesta obra està sota una llicència internacional Creative Commons Reconeixement 4.0.

(c) Joan Sebastián Rojas Rincón, Carlos Andres Osorio, 2021

Biografies de l'autor/a

Joan Sebastián Rojas Rincón, Universidad de Manizales

Magíster en Contabilidad y Finanzas, especialista en Administración Financiera y Especialista en Gerencia Estratégica de Mercadeo. Actualmente, finalizando estudios de Maestría en Mercadeo. Administrador de Empresas de Profesión y estudios a nivel Tecnológico en Administración Bancaria y de Instituciones Financieras. Formación complementaria en mercados financieros, herramientas de gestión y mediación de ambientes virtuales de aprendizaje. Más de cuatro años desarrollando actividades de docencia en programas de pregrado y posgrado, relacionados con finanzas, marketing y gestión. Tres (3) años de experiencia desarrollando actividades administrativas en el sector servicios.

Carlos Andres Osorio, Universidad de Manizales

Doctor en Negocios de la Universidad de Newcastle en Inglaterra, experto en comportamiento de usuario en redes sociales online. Actualmente es Coordinador de investigacines en el departamento de Mercadeo de la Universidad de Manizales y director del grupo de investigación en Mercadeo de la misma Universidad.
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