No solo influencers en el plan de comunicaciónun estudio comparativo en el mundo de la moda

  1. Sádaba, Teresa
  2. Sanmiguel, Patricia
  3. López-Fidalgo, Jesús
  4. Guercini, Simone
Journal:
Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

ISSN: 1989-872X

Year of publication: 2024

Volume: 15

Issue: 2

Pages: 191-205

Type: Article

DOI: 10.14198/MEDCOM.23717 DIALNET GOOGLE SCHOLAR lock_openRUA editor

More publications in: Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

Abstract

In recent years, social media and influencers are dominating communication campaigns, due to their power to influence consumers. As a result, some of the traditional communication actors are not being considered in communication plans. However, no study has as yet confirmed their loss of influence over the consumer and their purchasing decisions. Taking the case of fashion into account, this article seeks to compare the power of influence of seven communication actors: media, fashion brands, celebrities, influencers (mega, macro and micro) and influentials. With data from 1176 questionnaires answered through the self-naming method, we can conclude that influencers are surpassed by influentials (close circles) as the opinion-leaders with the greatest impact on the consumer, followed then by fashion brands and the fashion media.

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