Who is accountable for the negative effects of influencer marketing? Voices of the influencer ecosystem

  1. Patricia Sanmiguel 1
  2. Teresa Sábada
  1. 1 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

Revista:
Icono14

ISSN: 1697-8293

Año de publicación: 2024

Volumen: 22

Número: 1

Tipo: Artículo

DOI: 10.7195/RI14.V22I1.2103 SCOPUS: 2-s2.0-85190981975 WoS: WOS:001194837900001 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Icono14

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.

Referencias bibliográficas

  • Abi-Jaoude, Elia, Naylor, Karline T., & Pignatiello, Antonio (2020). Smartphones, social media use and youth mental health. Cmaj, 192(6), E136–E141. https://doi.org/10.1503/cmaj.190434
  • Ahn, Regina Jihea (2022). Exploration of Parental Advertising Literacy and Parental Mediation: Influencer Marketing of Media Character Toy and Merchandise. Journal of Advertising, 51(1), 107–115. https://doi.org/10.1080/00913367.2021.1944935
  • Alves De Castro, Charles, O’reilly, Isobel & Carthy, Aiden (2021). Social Media Influencers (SMIs) in Context: A Literature Review. Journal of Marketing Management, 9(2). DOI: 10.15640/jmm.v9n2a9
  • 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
  • Canales, Manuel (2006). Metodologías de la investigación social. LOM ediciones Santiago.
  • 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.
  • Goodrich, Kendal & de Mooij, Marieke (2014). How “social” are social media? A cross-cultural comparison of online and offline purchase decision influences. In Journal of Marketing Communications (Vol. 20, Issues 1–2, pp. 103–116). Taylor & Francis. https://doi.org/10.1080/13527266.2013.797773
  • Hogan, Marjory (2021). Social Media for Children and Teens. Kids and Today’s Media: A Careful Analysis and Scrutiny of the Problems, 2, 21-34.
  • Hudders, L., De Jans, S., & De Veirman, M. (2020). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 0(0), 1–49. https://doi.org/10.1080/02650487.2020.1836925
  • Hudders, Liselot; De Jans, Steffi & De Veirman, Marijke (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
  • Hudders, Liselot, & Lou, Chen. (2023). The rosy world of influencer marketing? Its bright and dark sides, and future research recommendations. International Journal of Advertising, 42(1), 151-161. https://doi.org/10.1080/02650487.2022.2137318
  • Ibáñez-Sánchez, Sergio; Flavián, Marta; Casaló, Luis; Belanche, Daniel (2021). Influencers and brands successful collaborations : A mutual reinforcement to promote products and services on social media. Journal of Marketing Communications, 00(00), 1–18. https://doi.org/10.1080/13527266.2021.1929410
  • Jiménez-Iglesias, Estefanía; Elorriaga-Illera, Angeriñe; Monge-Benito, Sergio & Olabarri-Fernández, Elena (2022). Exposición de menores en Instagram: instamadres, presencia de marcas y vacío legal. Revista Mediterránea de Comunicacion, 13(1), 51–63. https://doi.org/10.14198/MEDCOM.20767
  • Jin, S. Venus; Muqaddam, Aziz & Ryu, Ehri (2019). Instafamous and social media influencer marketing. Marketing Intelligence and Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
  • Kim, Do Yuon & Kim, Hye-Young (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
  • Knott, Eleanor; Rao, Aliya; Summers, Kate & Teeger, Chana. (2022). Interviews in the social sciences. Nature Reviews Methods Primers, 2(1), 73. https://doi.org/10.1038/s43586-022-00150-6
  • Kubler, Kyle (2023). Influencers and the attention economy : the meaning and management of attention on Instagram management of attention on Instagram. Journal of Marketing Management, 00(00), 1–17. https://doi.org/10.1080/0267257X.2022.2157864
  • Lehto, Mari (2022). Ambivalent influencers: Feeling rules and the affective practice of anxiety in social media influencer work. European Journal of Cultural Studies, 25(1), 201–216. https://doi.org/10.1177/1367549421988958
  • Martínez-López, Francisco; Anaya-Sánchez, Rafael; Fernández Giordano, Marisel & López-López, David (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7–8), 579–607. https://doi.org/10.1080/0267257X.2020.1738525
  • Miguel, Cristina; Clare, Carl; Ashworth, Catherine & Hoang, Dong (2022). ‘ With a little help from my friends ’: exploring mutual engagement and authenticity within foodie influencers ’ communities of practice. Journal of Marketing Management, 38(13–14), 1561–1586. https://doi.org/10.1080/0267257X.2022.2041705
  • Moraes, Marcela; Gountas, John; Gountas, Sandra & Sharma, Piyush (2019). Celebrity influences on consumer decision making: new insights and research directions. Journal of Marketing Management, 35(13–14), 1159–1192. https://doi.org/10.1080/0267257X.2019.1632373
  • Morton, Flor (2020). Influencer marketing: An exploratory study on the motivations of young adults to follow social media influencers. Journal of Digital and Social Media Marketing, 8(2), 156–165.
  • Pedroni, Marco (2022). Two decades of fashion blogging and influencing: A critical overview. Fashion Theory, 1–32. https://doi.org/10.1080/1362704X.2021.2017213
  • Perreault, Gregory; & Hanusch, Folker (2022). Field insurgency in lifestyle journalism: How lifestyle journalists marginalize Instagram influencers and protect their autonomy. New Media & Society, 14614448221104232.
  • Pöyry, Essi; Pelkonen, Matilde; Naumanen, Emma & Laaksonen, Salla-Maaria (2019). A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication. International Journal of Strategic Communication, 13(4), 336–351. https://doi.org/10.1080/1553118X.2019.1609965
  • Pöyry, Essi; Reinikainen, Hanna & Luoma-Aho, Vilma (2022). The Role of Social Media Influencers in Public Health Communication: Case COVID-19 Pandemic. International Journal of Strategic Communication, 16(3), 469–484. https://doi.org/10.1080/1553118X.2022.2042694
  • Ramos Gutiérrez, Mercedes & Fernández-Blanco, Elena (2021). The regulation of covert advertising in influencer marketing targeting gen z will influencers comply with the new autocontrol code of conduct? Prisma Social, 34, 61–87.
  • Renchen, Kai Dominik (2020). Influencer impact on brand awareness: A mixed method survey in the German fashion segment. European Journal of Business Science and Technology, 6(2), 138–153. https://doi.org/10.11118/EJOBSAT.2020.009
  • SanMiguel, Patricia; Guercini, Simone & Sádaba, Teresa (2019). The impact of attitudes towards influencers amongst millennial fashion buyers. Studies in Communication Sciences, 18(2), 439–460. https://doi.org/10.24434/j.scoms.2018.02.016
  • SanMiguel, Patricia & Sádaba, Teresa (2017). Nice to be a fashion blogger, hard to be influential: An analysis based on personal characteristics, knowledge criteria, and social factors. Journal of Global Fashion Marketing, 1–19. https://doi.org/10.1080/20932685.2017.1399082
  • SanMiguel, Patricia; Guericini, Simone & Sádaba, Teresa (2018). The impact of attitudes towards influencers amongst millennial fashion buyers. Studies in Communication Sciences, 18(2), 439-460. https://doi.org/10.24434/j.scoms.2018.02.016
  • Schiniotakis, Nikos & Divini, Katerina (2020). Influencer marketing: An essential strategy or just a trend? Journal of Digital and Social Media Marketing, 8(3), 251–260.
  • Schram, Ryan (2020). The state of the creator economy. Journal of Brand Strategy, 9(2), 152–162.
  • Siddiqui, Shabnoor, & Singh, Tajinder (2016). Social media its impact with positive and negative aspects. International Journal of Computer Applications Technology and Research, 5(2), 71–75.
  • Stoldt, Ryan; Wellman, Mariah; Ekdale, Brian & Tully, Melissa (2019). Professionalizing and Profiting: The Rise of Intermediaries in the Social Media Influencer Industry. Social Media and Society, 5(1). https://doi.org/10.1177/2056305119832587
  • Sweeney, Emma; Lawlor, Margaret-Anne & Brady, Mairead (2022). Teenagers’ moral advertising literacy in an influencer marketing context. International Journal of Advertising, 41(1), 54–77. https://doi.org/10.1080/02650487.2021.1964227
  • Tanwar, Anshika Singh; Chaudhry, Harish & Srivastava, Manish Kumar (2022). Trends in Influencer Marketing: A Review and Bibliometric Analysis. Journal of Interactive Advertising, 22(1), 1–27. https://doi.org/10.1080/15252019.2021.2007822
  • Taylor, Steven & Bogdan, Robert (2008). La entrevista en profundidad. Métodos Cuantitativos Aplicados, 2, 194–216.
  • Thelwall, Mike & Cash, Scottye (2021). Bullying discussions in UK female influencers’ YouTube comments. British Journal of Guidance & Counselling, 49(3), 480–493. https://doi.org/10.1080/03069885.2021.1901263
  • Vrontis, Demetris; Makrides, Anna; Christofi, Michael & Thrassou, Alkis (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
  • Wang, Qingliang; Miao, Fred; Tayi, Giri Kumar & Xie, En (2019). What makes online content viral? The contingent effects of hub users versus non–hub users on social media platforms. Journal of the Academy of Marketing Science, 47(6), 1005–1026. https://doi.org/10.1007/s11747-019-00678-2
  • Weimann, Gabriel; Tustin, Deon Harold; Van Vuuren, Daan, & Joubert, J. P. R. (2007). Looking for Opinion Leaders: Traditional Vs. Modern Measures in Traditional Societies. International Journal of Public Opinion Research, 19(2), 173–190. https://doi.org/10.1093/ijpor/edm005
  • Weinlich, Petr & Semerádová, Tereza (2022). Product Endorsement by Opinion Leaders: The Case of YouTube Community. In Contributions to Management Science. https://doi.org/10.1007/978-3-030-93131-5_8
  • Wilkins, Stephen & Emik, Serap (2021). Institutional influences on firm strategy in authoritarian emerging economies: multi-platform mass media companies in the UAE. International Journal of Emerging Markets, 16(1), 7–24. https://doi.org/10.1108/IJOEM-05-2018-0230
  • Ye, Guoquan; Hudders, Liselot; De Jans, Steffi & De Veirman, Marijke (2021). The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising, 50(2), 160–178. https://doi.org/10.1080/00913367.2020.1857888
  • Zeren, Deniz & Gökdağlı, Nilüfer (2020). Influencer Versus Celebrity Endorser Performance on Instagram. Springer Proceedings in Business and Economics, 695–704. https://doi.org/10.1007/978-3-030-36126-6_77
  • Zhang, Hao; Liang, Xiaoning & Moon, Hakil (2020). Fashion celebrity involvement in new product development: Scale development and an empirical study. Journal of Business Research, 120, 321-329. https://doi.org/10.1016/j.jbusres.2020.01.052
Fuente de los datos: Dialnet