¿Quién es responsable de los efectos negativos del marketing de influencers? Voces del ecosistema de influencers

Abstract

Research about influencer marketing (IM) highlights the influencer’s benefits for brands in terms of visibility, engagement and sales. Studies in the field of psychology and health point out some negative behaviors of influencers that affect their audiences, especially among minors. However, the industry of advertising with influencers is complex and requires a deeper understanding of the interactions, environment and behaviors in which influencers work. This paper aims to delve into the IM business by highlighting all the players involved (consumers, regulators, influencers, media, brands, agencies, platforms, institutions) and assessing their influence capacity. The study shows an exploratory analysis of the players involved in the IM industry, based on a qualitative methodology featuring 42 in-depth interviews and 5 focus groups. The results allow us to progress in terms of both research and practice of IM, enabling to gain deeper insights of the potential negative effects, not only with regard to audiences, but also with regard to the whole influencer environment.