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

Any de publicació: 2024

Volum: 22

Número: 1

Tipus: Article

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

Altres publicacions en: Icono14

Resum

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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Fuente de los datos: Dialnet