Who is Accountable for the Negative Effects of Influencer Marketing? Voices of the Influencer Ecosystem
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La investigación sobre el marketing de influencers (IM) destaca los beneficios de los influencer para las marcas en términos de visibilidad, compromiso y ventas. No obstante, estudios en el campo de la psicología y de la salud señalan algunos comportamientos negativos de los influencers que afectan a sus audiencias, especialmente entre los menores. Entender estos efectos requiere una comprensión más profunda de las interacciones, el entorno y los comportamientos en los que trabajan los influencers. Este artículo pretende profundizar en el negocio del IM destacando a todos los actores involucrados (consumidores, influencers, medios, marcas, plataformas, agencias, reguladores, instituciones) y evaluando su capacidad de influencia . El estudio muestra un análisis exploratorio de los actores involucrados en la industria del IM, basado en una metodología cualitativa que incluye 42 entrevistas en profundidad y 5 focus groups. Los resultados nos permiten avanzar tanto en la investigación como en la práctica del IM, permitiendo obtener una visión más profunda de los posibles efectos negativos, no sólo con respecto a las audiencias, sino también con respecto a todo el entorno de influencia.
Palabras clave:
Influencers, marketing de influencers, ecosistema de influencers, redes sociales, efectos negativos, responsabilidades
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Sanmiguel, Patricia, y Teresa Sadaba. 2024. «Who Is Accountable for the Negative Effects of Influencer Marketing? Voices of the Influencer Ecosystem». Revista ICONO 14. Revista científica De Comunicación Y Tecnologías Emergentes 22 (1). Madrid, ES:e2103. https://doi.org/10.7195/ri14.v22i1.2103.
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BRANDING Y PRESCRIPTORES DE MARCA ONLINE
Esta obra está bajo una licencia de Creative Commons Reconocimiento 4.0 Internacional.
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Azim, Rida & Nair, Praveen Balakrishnan (2021). Social media influencers and electronic word of mouth: the communication impact on restaurant patronizing. Journal of Content, Community and Communication, 14(7), 46–56. https://doi.org/10.31620/JCCC.12.21/05
Backaler, Joel (2019). Digital influence: the rise of modern-day influencer marketing and key implications for global business leaders. Journal of Digital and Social Media Marketing, 7(1), 44–52.
Bashir, Hilal & Bhat, Shabir Ahmad (2017). Effects of social media on mental health: A review. International Journal of Indian Psychology, 4(3), 125–131. DOI: 10.25215/0403.134
Bishop, Sophie (2021). Influencer Management Tools: Algorithmic Cultures, Brand Safety, and Bias. Social Media and Society, 7(1). https://doi.org/10.1177/20563051211003066
Brooks, Gillian; Drenten, Jenna & Piskorski, Mikolaj Jan (2021). Influencer celebrification: How social media influencers acquire celebrity capital. Journal of Advertising, 50(5), 528–547. https://doi.org/10.1080/00913367.2021.1977737
Carter, Stacy; Mayes, Christopher; Eagle, Lynne & Dahl, Stephan (2017). A Code of Ethics for Social Marketing? Bridging Procedural Ethics and Ethics-in-Practice. Journal of Nonprofit and Public Sector Marketing, 29(1), 20–38. https://doi.org/10.1080/10495142.2017.1293384
Cartwright, Severina; Liu, Hongfei & Davies, Iain (2022). Influencer marketing within business-to-business organisations. Industrial Marketing Management, 106(February 2021), 338–350. https://doi.org/10.1016/j.indmarman.2022.09.007
Casaló, Luis; Flavián, Carlos & Ibáñez-Sánchez, Sergio (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.07.005
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Childers, Courtney Carpenter; Lemon, Laura & Hoy, Mariea (2019). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues and Research in Advertising, 40(3), 258–274. https://doi.org/10.1080/10641734.2018.1521113
Cho, Kangmin; Jung, K Kichang Lee, Michele; Lee, Yena; Park, Jaewon, & Dreamson, Neal (2022). Qualitative approaches to evaluating social media influencers: A case-based literature review. International Journal of Electronic Commerce Studies, 13(2), 119-136.
DOI: http://dx.doi.org/10.7903/ijecs.2025
Chopra, Anjali; Avhad, Vrushali & Jaju, Sonali (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), 77–91. https://doi.org/10.1177/2278533720923486
Chu, Shu; Deng, Tao, & Mundel, Juan (2022). The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness. Journal of Marketing Communications, 00(00), 1–20. https://doi.org/10.1080/13527266.2022.2098364
De Veirman, Marijke & Hudders, Liselot (2020). Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising. International Journal of Advertising, 39(1), 94–130. https://doi.org/10.1080/02650487.2019.1575108
De Veirman, Marijke; Hudders, Liselot & Nelson, Michelle (2019). What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.02685
Deterding, Nicole & Waters, Mary (2021). Flexible coding of in-depth interviews: A twenty-first-century approach. Sociological Methods & Research, 50(2), 708–739. https://doi.org/10.1177/0049124118799377
Dias, Patricia & Brito, Rita (2020). How families with young children are solving the dilemma between privacy and protection by building trust - A portrait from Portugal. Journal of Children and Media, 14(1), 56–73. https://doi.org/10.1080/17482798.2019.1694552
Elorriaga Illera, Angeriñe; Monge Benito, Sergio y Olabarri Fernández, Elena (2022). La Aparición de menores en contenidos comerciales y su efecto negativo en la audiencia. Revista ICONO 14. Revista Científica De Comunicación Y Tecnologías Emergentes 20 (1). https://doi.org/10.7195/ri14.v20i1.1752.
Farivar, Samira & Wang, Fang (2021). Influencer Marketing: Current Knowledge and Research Agenda. Springer Proceedings in Business and Economics, 201–208. https://doi.org/10.1007/978-3-030-76520-0_21
Feijoo, Beatriz & Sádaba, Charo (2021). The relationship of chilean minors with brands and influencers on social networks. Sustainability (Switzerland), 13(5), 1–14. https://doi.org/10.3390/su13052822
Filieri, Raffaele; Acikgoz, Fulya; Li, Chunyu & Alguezaui, Salma (2023). Influencers’ “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty. Psychology and Marketing, 40(2), 347–364. https://doi.org/10.1002/mar.21760
Fowler, Kendra & Thomas, Veronica (2023). Influencer marketing: a scoping review and a look ahead. Journal of Marketing Management, 0(0), 1–32. https://doi.org/10.1080/0267257X.2022.2157038
Fumagalli, Elena; Dolmatzian, María Belén & Shrum, L. J. (2021). Centennials, FOMO, and loneliness: An investigation of the impact of social networking and messaging/VoIP apps usage during the initial stage of the coronavirus pandemic. Frontiers in Psychology, 12, 620739. https://doi.org/10.3389/fpsyg.2021.620739
Gillin, Paul (2008). New media, new influencers and implications for the public relations profession. Journal of New Communications Research, 2(2), 1–10 https://www.issuelab.org/resources/928/928.pdf
Goldsmith, Ronald & Horowitz, David (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2–14. https://doi.org/10.1080/15252019.2006.10722114
Gomes, Marina Alexandra; Marques, Susana & Dias, Álvaro (2022). The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing. https://doi.org/10.1080/20932685.2022.2039263
Gómez-Burns, Ana (2017). Nativos digitales: dependencia de las redes sociales en internet y su relación con el desempeño académico. Educationis Momentum, 3(1), 107–143. https://doi.org/10.36901/em.v3i1.113
González-Larrea, Belén; Hernández-Serrano, María José & Morales Romo, Noelia (2021). Online Identity Construction in Younger Generations via Identification with Influencers: Potential Areas of Vulnerability. Identity in a Hyperconnected Society: Risks and Educative Proposals, 95–107. https://link.springer.com/chapter/10.1007/978-3-030-85788-2_7
González Vaqué, Luis (2020). Do food influencer activities require specific regulation? European Food and Feed Law Review, 15(2), 117–125.
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