Más allá del like: Influencers, publicidad y sus implicaciones empresariales, legales y sociales
Palabras clave:
Influenciadores, marketing de influencia, autenticidad, transparencia, responsabilidad social
Resumen
En la última década, los influencers se han convertido en protagonistas del marketing digital, transformando significativamente las estrategias publicitarias de empresas y marcas. Este artículo examina el marketing de influencers, desde una perspectiva interdisciplinar, analizando su impacto empresarial, legal y sociocultural. Mediante un enfoque metodológico mixto, que incluye encuestas a 501 consumidores elegidos de forma aleatoria y un análisis de campañas, se identifican la autenticidad y la transparencia como elementos esenciales en la influencia sobre las decisiones de compra. Los resultados evidencian que la colaboración efectiva entre marcas e influencers depende de prácticas transparentes y del cumplimiento normativo. Además, se abordan las implicaciones éticas y la responsabilidad de los influencers como modelos culturales en la era digital. Este estudio aporta una visión crítica y plantea la necesidad de estrategias éticas para un marketing de influencia sostenible. Entre los resultados obtenidos se destaca que la autenticidad y la transparencia son fundamentales para el éxito de las campañas con influencers, puesto que fortalecen la credibilidad y la confianza del consumidor. Al mismo tiempo, la falta de transparencia puede generar desconfianza y consecuencias legales. Se destaca, así, el rol que tienen las regulaciones claras y las prácticas éticas en el marketing de influencia.
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AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., y Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: Attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374. https://doi.org/10.1108/RIBS-07-2020-0089
Audrezet, A., De Kerviler, G., y Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
Belanche, D., Casaló, L. V., Flavián, M., e Ibáñez-Sánchez, S. (2021). Building influencers’ credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585. https://doi.org/10.1016/j.jretconser.2021.102585
Belanche, D., Flavián, M., e Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers’ Instagram posts. Spanish Journal of Marketing-ESIC, 24(1), 37-54. https://doi.org/10.1108/SJME-11-2019-0100
Boerman, S. C., Willemsen, L. M., y Van Der Aa, E. P. (2017). This post is sponsored: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38(1), 82-92. https://doi.org/10.1016/j.intmar.2016.12.002
Casaló, L. V., Flavián, C., e Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. https://doi.org/10.1016/j.jbusres.2018.07.005
Cotter, K. (2019). Playing the visibility game: How digital influencers and algorithms negotiate influence on Instagram. New Media & Society, 21(4), 895-913. https://doi.org/10.1177/1461444818815684
Crispín, J. D., y Parra, G. M. (2021). Vida auspiciada: Análisis de la regulación del IR de las actividades publicitarias de los influencers en el Perú dentro de la economía digital. Revista Lidera, (16), 59-65. https://revistas.pucp.edu.pe/index.php/revistalidera/article/view/24855
De Gregorio, G., y Goanta, C. (2022). The influencer republic: Monetizing political speech on social media. German Law Journal, 23(2), 204-225. https://doi.org/10.1017/glj.2022.15
Dhanesh, G. S., y Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765. https://doi.org/10.1016/j.pubrev.2019.03.002
Djafarova, E., y Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009
Evans, N. J., Phua, J., Lim, J., y Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149. https://doi.org/10.1080/15252019.2017.1366885
Gallego, C., Tapia, A., y Márquez, J. A. (2024). Factores que determinan el uso de las redes sociales como plataformas de información en la Generación Z. ESIC Market. Economics and Business Journal, 55(2), e359. https://doi.org/10.7200/esicm.55.359
Goanta, C., y Ranchordás, S. (2020). The regulation of social media influencers: An introduction. In C. Goanta y S. Ranchordás (Eds.), The regulation of social media influencers: Elgar Law, Technology and Society series (pp. 1-20). Edward Elgar Publishing. https://doi.org/10.4337/9781788978286
Gutiérrez-Aguilar, O., Ticona-Apaza, F., Chicaña-Huanca, S., y Ampuero, N. (2023). Influencers y su rol mediador en el comportamiento hacia las marcas. Revista de Ciencias Sociales (Ve), XXIX(4), 342-357. https://doi.org/10.31876/rcs.v29i4.41259
Hughes, C., Swaminathan, V., y Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96. https://doi.org/10.1177/0022242919854374
Jin, S. V., y Muqaddam, A. (2019). Product placement 2.0: ‘Do brands need influencers, or do influencers need brands?’ When branded Instagram content seeks to capture younger consumers. Journal of Brand Management, 26(5), 522-537. https://doi.org/10.1057/s41262-019-00151-z
Kay, S., Mulcahy, R., y Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3-4), 248-278. https://doi.org/10.1080/0267257X.2020.1718740
Kim, D., y Wang, Z. (2023). The ethics of virtuality: Navigating the complexities of human-like virtual influencers in the social media marketing realm. Frontiers in Communication, 8, 1205610. https://doi.org/10.3389/fcomm.2023.1205610
Ley 13/2022. General de Comunicación Audiovisual. 7 de julio de 2022. BOE No. 163, de 08/07/2022.
López, D., Dittmar, E. C., y Vargas, J. P. (2021). Self-regulation of sustainability as a manifestation of corporate social responsibility. Revista de Ciencias Sociales (Ve), XXVII(3), 16-29. https://doi.org/10.31876/rcs.v27i3.36750
López, D., Dittmar, E. C., y Vargas, J. P. (2022). Nuevas estrategias publicitarias con influencers: Un examen multidisciplinar. Revista de Ciencias Sociales (Ve), XXVIII(4), 63-78. https://doi.org/10.31876/rcs.v28i4.39117
Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21. https://doi.org/10.1080/00913367.2021.1880345
Mardon, R., Cocker, H., y Daunt, K. (2023). How social media influencers impact consumer collectives: An embeddedness perspective. Journal of Consumer Research, 50(3), 617-644. https://doi.org/10.1093/jcr/ucad003
Martín, D., Solano, M., Serrano, J. F., y Medina, M. (2021). Hábitos de consumo de moda a través de influencers en la Generación Z. Revista de Ciencias Sociales (Ve), XXVII(3), 55-71. https://doi.org/10.31876/rcs.v27i3.36756
Park, J., Lee, J. M., Xiong, V. Y., Septianto, F., y Seo, Y. (2021). David and Goliath: When and why micro-influencers are more persuasive than mega-influencers. Journal of Advertising, 50(5), 584-602. https://doi.org/10.1080/00913367.2021.1980470
Real Decreto 444/2024 [Ministerio Para La Transformación Digital y de la Función Pública]. Por el que se regulan los requisitos a efectos de ser considerado usuario de especial relevancia de los servicios de intercambio de vídeos a través de plataforma, en desarrollo del artículo 94 de la Ley 13/2022, de 7 de julio, General de Comunicación Audiovisual. 30 de abril de 2024.
Sánchez-Fernández, R., y Jiménez-Castillo, D. (2021). How social media influencers affect behavioural intentions towards recommended brands: The role of emotional attachment and information value. Journal of Marketing Management, 37(11-12), 1123-1147. https://doi.org/10.1080/0267257X.2020.1866648
Schouten, A. P., Janssen, L., y Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281. https://doi.org/10.1080/02650487.2019.1634898
Trivedi, J., y Sama, R. (2020). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective. Journal of Internet Commerce, 19(1), 103-124. https://doi.org/10.1080/15332861.2019.1700741
Tsen, W. S., y Cheng, B. K. L. (2021). Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing. Young Consumers, 22(2), 237-253. https://doi.org/10.1108/YC-10-2020-1226
Uzunoğlu, E., y Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007
Van Reijmersdal, E. A., y Van Dam, S. (2020). How age and disclosures of sponsored influencer videos affect adolescents’ knowledge of persuasion and persuasion. Journal of Youth and Adolescence, 49(7), 1531-1544. https://doi.org/10.1007/s10964-019-01191-z
Vrontis, D., Makrides, A., Christofi, M., y Thrassou, A. (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
Wellman, M. L., Stoldt, R., Tully, M., y Ekdale, B. (2020). Ethics of authenticity: Social media influencers and the production of sponsored content. Journal of Media Ethics, 35(2), 68-82. https://doi.org/10.1080/23736992.2020.1736078
Ye, G., Hudders, L., De Jans, S., y De Veirman, M. (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
Zhou, L., y Whitla, P. (2013). How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation. Journal of Business Research, 66(8), 1013-1020. https://doi.org/10.1016/j.jbusres.2011.12.025
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., y Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: Attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374. https://doi.org/10.1108/RIBS-07-2020-0089
Audrezet, A., De Kerviler, G., y Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
Belanche, D., Casaló, L. V., Flavián, M., e Ibáñez-Sánchez, S. (2021). Building influencers’ credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585. https://doi.org/10.1016/j.jretconser.2021.102585
Belanche, D., Flavián, M., e Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers’ Instagram posts. Spanish Journal of Marketing-ESIC, 24(1), 37-54. https://doi.org/10.1108/SJME-11-2019-0100
Boerman, S. C., Willemsen, L. M., y Van Der Aa, E. P. (2017). This post is sponsored: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38(1), 82-92. https://doi.org/10.1016/j.intmar.2016.12.002
Casaló, L. V., Flavián, C., e Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. https://doi.org/10.1016/j.jbusres.2018.07.005
Cotter, K. (2019). Playing the visibility game: How digital influencers and algorithms negotiate influence on Instagram. New Media & Society, 21(4), 895-913. https://doi.org/10.1177/1461444818815684
Crispín, J. D., y Parra, G. M. (2021). Vida auspiciada: Análisis de la regulación del IR de las actividades publicitarias de los influencers en el Perú dentro de la economía digital. Revista Lidera, (16), 59-65. https://revistas.pucp.edu.pe/index.php/revistalidera/article/view/24855
De Gregorio, G., y Goanta, C. (2022). The influencer republic: Monetizing political speech on social media. German Law Journal, 23(2), 204-225. https://doi.org/10.1017/glj.2022.15
Dhanesh, G. S., y Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765. https://doi.org/10.1016/j.pubrev.2019.03.002
Djafarova, E., y Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009
Evans, N. J., Phua, J., Lim, J., y Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149. https://doi.org/10.1080/15252019.2017.1366885
Gallego, C., Tapia, A., y Márquez, J. A. (2024). Factores que determinan el uso de las redes sociales como plataformas de información en la Generación Z. ESIC Market. Economics and Business Journal, 55(2), e359. https://doi.org/10.7200/esicm.55.359
Goanta, C., y Ranchordás, S. (2020). The regulation of social media influencers: An introduction. In C. Goanta y S. Ranchordás (Eds.), The regulation of social media influencers: Elgar Law, Technology and Society series (pp. 1-20). Edward Elgar Publishing. https://doi.org/10.4337/9781788978286
Gutiérrez-Aguilar, O., Ticona-Apaza, F., Chicaña-Huanca, S., y Ampuero, N. (2023). Influencers y su rol mediador en el comportamiento hacia las marcas. Revista de Ciencias Sociales (Ve), XXIX(4), 342-357. https://doi.org/10.31876/rcs.v29i4.41259
Hughes, C., Swaminathan, V., y Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96. https://doi.org/10.1177/0022242919854374
Jin, S. V., y Muqaddam, A. (2019). Product placement 2.0: ‘Do brands need influencers, or do influencers need brands?’ When branded Instagram content seeks to capture younger consumers. Journal of Brand Management, 26(5), 522-537. https://doi.org/10.1057/s41262-019-00151-z
Kay, S., Mulcahy, R., y Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3-4), 248-278. https://doi.org/10.1080/0267257X.2020.1718740
Kim, D., y Wang, Z. (2023). The ethics of virtuality: Navigating the complexities of human-like virtual influencers in the social media marketing realm. Frontiers in Communication, 8, 1205610. https://doi.org/10.3389/fcomm.2023.1205610
Ley 13/2022. General de Comunicación Audiovisual. 7 de julio de 2022. BOE No. 163, de 08/07/2022.
López, D., Dittmar, E. C., y Vargas, J. P. (2021). Self-regulation of sustainability as a manifestation of corporate social responsibility. Revista de Ciencias Sociales (Ve), XXVII(3), 16-29. https://doi.org/10.31876/rcs.v27i3.36750
López, D., Dittmar, E. C., y Vargas, J. P. (2022). Nuevas estrategias publicitarias con influencers: Un examen multidisciplinar. Revista de Ciencias Sociales (Ve), XXVIII(4), 63-78. https://doi.org/10.31876/rcs.v28i4.39117
Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21. https://doi.org/10.1080/00913367.2021.1880345
Mardon, R., Cocker, H., y Daunt, K. (2023). How social media influencers impact consumer collectives: An embeddedness perspective. Journal of Consumer Research, 50(3), 617-644. https://doi.org/10.1093/jcr/ucad003
Martín, D., Solano, M., Serrano, J. F., y Medina, M. (2021). Hábitos de consumo de moda a través de influencers en la Generación Z. Revista de Ciencias Sociales (Ve), XXVII(3), 55-71. https://doi.org/10.31876/rcs.v27i3.36756
Park, J., Lee, J. M., Xiong, V. Y., Septianto, F., y Seo, Y. (2021). David and Goliath: When and why micro-influencers are more persuasive than mega-influencers. Journal of Advertising, 50(5), 584-602. https://doi.org/10.1080/00913367.2021.1980470
Real Decreto 444/2024 [Ministerio Para La Transformación Digital y de la Función Pública]. Por el que se regulan los requisitos a efectos de ser considerado usuario de especial relevancia de los servicios de intercambio de vídeos a través de plataforma, en desarrollo del artículo 94 de la Ley 13/2022, de 7 de julio, General de Comunicación Audiovisual. 30 de abril de 2024.
Sánchez-Fernández, R., y Jiménez-Castillo, D. (2021). How social media influencers affect behavioural intentions towards recommended brands: The role of emotional attachment and information value. Journal of Marketing Management, 37(11-12), 1123-1147. https://doi.org/10.1080/0267257X.2020.1866648
Schouten, A. P., Janssen, L., y Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281. https://doi.org/10.1080/02650487.2019.1634898
Trivedi, J., y Sama, R. (2020). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective. Journal of Internet Commerce, 19(1), 103-124. https://doi.org/10.1080/15332861.2019.1700741
Tsen, W. S., y Cheng, B. K. L. (2021). Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing. Young Consumers, 22(2), 237-253. https://doi.org/10.1108/YC-10-2020-1226
Uzunoğlu, E., y Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007
Van Reijmersdal, E. A., y Van Dam, S. (2020). How age and disclosures of sponsored influencer videos affect adolescents’ knowledge of persuasion and persuasion. Journal of Youth and Adolescence, 49(7), 1531-1544. https://doi.org/10.1007/s10964-019-01191-z
Vrontis, D., Makrides, A., Christofi, M., y Thrassou, A. (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
Wellman, M. L., Stoldt, R., Tully, M., y Ekdale, B. (2020). Ethics of authenticity: Social media influencers and the production of sponsored content. Journal of Media Ethics, 35(2), 68-82. https://doi.org/10.1080/23736992.2020.1736078
Ye, G., Hudders, L., De Jans, S., y De Veirman, M. (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
Zhou, L., y Whitla, P. (2013). How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation. Journal of Business Research, 66(8), 1013-1020. https://doi.org/10.1016/j.jbusres.2011.12.025
Publicado
2025-04-07
Cómo citar
López Jiménez, D., Dittmar, E. C., & Vargas Portillo, J. P. (2025). Más allá del like: Influencers, publicidad y sus implicaciones empresariales, legales y sociales. Revista De Ciencias Sociales, 31(2), 62-81. https://doi.org/10.31876/rcs.v31i2.43748
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