Who is Accountable for the Negative Effects of Influencer Marketing? Voices of the Influencer Ecosystem

Contenido principal del artículo

Patricia Sanmiguel
https://orcid.org/0000-0002-0438-2830
Teresa Sadaba
https://orcid.org/0000-0002-2441-5724

Resumen

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.

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Detalles del artículo

Cómo citar
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):e2103. https://doi.org/10.7195/ri14.v22i1.2103.
Sección
BRANDING Y PRESCRIPTORES DE MARCA ONLINE
Biografía del autor/a

Patricia Sanmiguel, Universidad de Navarra

Patricia SanMiguel is Associate Professor of Digital Marketing at the School of Communication and ISEM-University of Navarra. She is Executive Fashion MBA, and European PhD in Digital Marketing, with Extraordinary Doctoral Prize, form the University of Navarra. She has been research scholar in the Fashion Institute of Technology (NY).

Teresa Sadaba, Universidad de Navarra

Teresa Sádaba is Professor of Strategic Communication and Dean at ISEM-University of Navarra. She has been a research scholar at the London School of Economics and Political Science, a visiting scholar at the University of Texas at Austin and a Fulbright scholar at George Washington University.

Universidad de Navarra. Sede de Postgrado. Edificio Alumni. ISEM Calle Marquesado de Sta. Marta, 3, 28027 Madrid. SPAIN

 

 

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