La investigación científica sobre el uso de influencers en la gestión de las marcasestado de la cuestión

  1. Paloma Sanz-Marcos 1
  2. Guadalupe Meléndez González-Haba 1
  3. Ana Castillo-Dïaz
  4. Enrique Vergara 2
  1. 1 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

  2. 2 Pontificia Universidad Católica de Chile
    info

    Pontificia Universidad Católica de Chile

    Santiago de Chile, Chile

    ROR https://ror.org/04teye511

Journal:
Icono14

ISSN: 1697-8293

Year of publication: 2024

Volume: 22

Issue: 1

Type: Article

DOI: 10.7195/RI14.V22I1.2125 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Icono14

Abstract

This article analyzes scientific publications on influencers on social networks in order to explore their relationship with branding strategies. To do this, a systematic review of these concepts is carried out through a search of scientific articles that includes the Web of Science and Scopus databases. Based on a sample of a total of 74 peer-reviewed academic publications, it is noted that the topics that relate influencer strategies to brand management are relatively few. The incipient growth of scientific studies on influencer marketing together with the use of methodologies, mostly of an exploratory type, in social networks explain a trend focused on approaching these profiles from a perspective mostly interested in clarifying issues related to the ethics, determining the persuasive techniques used by influencers or observing their relationship with audiences from a social perspective. The need to continue nurturing a substantial line of research that links the study of influencers to the possible implications regarding brand strategies is appreciated.

Bibliographic References

  • Abidin, Crystal; & Ots, Mart (2016). Influencers tell all. Unravelling Authenticity and Credibility in a Brand Scandal. En Maria Edström, Andrew Kenyon, & Eva Maria Svensson (Eds.), Blurring the lines: Market-driven and democracy-driven freedom of expression (pp.153-161). Goteborg: Nordicom.
  • Baker, Joy Don (2016). The purpose, process, and methods of writing a literature review. AORN journal, 103(3), 265-269. https://doi.org/10.1016/j.aorn.2016.01.016
  • Bar-Ilan, Judit (2010). Citations to the “Introduction to informetrics” indexed by WOS, Scopus and Google Scholar. Scientometrics, 82(3), 495-506. https://doi.org/10.1007/s11192-010-0185-9
  • Brown, Duncan; & Hayes, Nick (2008). Influencer Marketing: Who Really Influences Your Customers? Boston: Butterworth-Heinemann.
  • Campbell, Colin; & Farrell, Justine Rapp (2020). More than meets the eye: The functional components underlying influencer marketing. Business horizons, 63(4), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003.
  • Castelló Martínez, Araceli (2016). El marketing de influencia: un caso práctico. En Zacipa-Infante, Ingrid; Tur-Viñes, Victoria; Segarra-Saavedra, Jesús (coords.). Tendencias publicitarias en Iberoamérica. Diálogo de saberes y experiencias (pp. 49-65. Alicante: Universidad de Alicante. https://doi.org/10.14198/MEDCOM/2016/8.
  • Chen, Zifei Fay & Cheng, Yang. (2020). Consumer response to fake news about brands on social media: the effects of self-efficacy, media trust, and persuasion knowledge on brand trust. Journal of Product & Brand Management, 29(2), 188-198. https://dx.doi.org/10.1108/JPBM-12-2018-2145
  • Codina, Lluís. (2020). Cómo hacer revisiones bibliográficas tradicionales o sistemáticas utilizando bases de datos académicasoma de conducto auditivo externo: estudio de una serie de casos. Revista ORL. 11(2), 139-153. https://dx.doi.org/10.14201/orl.2297
  • De Veirman, Marijke; Cauberghe, Veroline; & Hudders, Liselot (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on Brand attitude. International Journal of Advertising. 36(5), 798-828. https://doi.org/10.1080/02650487.2017.1348035
  • Díaz, Luis (2017). Soy marca: quiero trabajar con influencers. Barcelona: Bresca.
  • Ebrahim, Reham (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing 19(4). 287-308. https://doi.org/10.1080/15332667.2019.1705742
  • Enke, Nadja; & Borchers, Nils S. (2019). Social media influencers in strategic communication: A conceptual framework of strategic social media influencer communication. International Journal of Strategic Communication. 13(4), 261-277. https://doi.org/10.1080/1553118X.2019.1620234
  • Garfield, Eugene (1979). Citation indexing: Its theory and application in science, technology, and humanities. New York: Wiley.
  • Goldberg, Matthew; & Gustafson, Abel (2023). A Framework for Understanding the Effects of Strategic Communication Campaigns. International Journal of Strategic Communication, 17(1), 1-20. https://doi.org/10.1080/1553118X.2022.2137674
  • Guo, Fu; Ye, Guoquan: Hudders, Liselot; Lv,Wei; Li, Mingming; &. Duffy, Vincent G. (2019). Product placement in mass media: A review and bibliometric analysis. Journal of Advertising, 48(2), 215–231. https://doi:10.1080/00913367.2019.1567409
  • Higgins, Julian P.T; Thomas Jemes; Chandler, Jacqueline; Cumpston, Miranda; Li; Tianjing; Page, Matthew J. & Welch, Vivian A. (2019). Cochrane Handbook for Systematic Reviews of Interventions. Chichester: John Wiley & Sons. DOI:10.1002/9781119536604
  • 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
  • IAB (2022). El crecimiento de la marca a través del Influencer Marketing. Versión de 6 de noviembre de 2023. https://iabspain.es/estudio/el-crecimiento-de-la-marca-a-traves-de-influencer-marketing/
  • Influencer Marketing Hub (2023): The State of Influencer Marketing 2023: Benchmark Report. Versión 6 de noviembre de 2023. https://influencermarketinghub.com/influencer-marketing-benchmark-report/
  • Infoadex (2022). La inversión publicitaria en España. Versión 5 de noviembre de 2023. https://www.infoadex.es/home/wp-content/uploads/2022/02/Estudio-InfoAdex-2022-Resumen.pdf
  • Katz, Elihu; & Lazarsfeld, Paul F. (2006). Personal influence: The part played by people in the flow of mass communications. Somerset: Routledge.
  • Khan, Khalid Saeed; Kunz, Renina; Kleijnen, Joseph; & Antes, Gerd (2003). Five steps to conducting a systematic review. Journal of the Royal Society of Medicine, 96(3), 118–21. https://doi.org/ 10.1258/jrsm.96.3.118
  • Kim, Do Yuon; & Kim, Hye-Young (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130(1), 405–415. https://doi.org/10.1016/j.jbusres.2020.02.020
  • Leung, Leung; Gu, Flora F.; Li, Yiwei; Zhang, Jonathan Z.; & Palmatier, Robert. W. (2022). Influencer marketing effectiveness. Journal of Marketing, 86(6), 93-115. https://doi.org/10.1177/00222429221102889
  • Lou, Chen; Kiew, Siu Ting Josie; Chen, Tao; Lee, Tze Yen Michelle; Celine; Jia En Ong; & Phua, ZhaoXi (2023). Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers. Journal of Advertising, 52(4), 540-557. https://doi.org/10.1080/00913367.2022.2149641
  • Lou, Chen; & Yuan, Shupei (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media, Journal of Interactive Advertising, 19(1), 1-45. https://doi.org/10.1080/15252019.2018.1533501
  • Moher David; Liberati, Alessandro; Tetzlaff Jennifer; & Altman Duglas G. PRIMA Group (2010). Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement. International Journal of Surgery, 8(5), 336-41. https://doi.org/10.1016/j.ijsu.2010.02.007
  • Paul, Justin; & Criado, Alex Rialp (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29(4), 101717. https://doi.org/10.1016/j.ibusrev.2020.101717
  • Ramos-Serrano, Marina. (2006). Cuando la marca ofrece entretenimiento: aproximación al concepto de advertainment. Questiones publicitarias: revista internacional de comunicación y publicidad, 1(11), 33-49. https://raco.cat/index.php/questionespublicitarias/article/view/349844.
  • Rogers, Everett M.; & Cartano, David G. (1962). Methods of measuring opinion leadership. Public Opinion Quarterly, 26(2), 435-441. http://www.jstor.org/stable/2747233
  • Sanz-Marcos, Paloma; Jiménez-Marín, Gloria; & Elías-Zambrano, Rodrigo (2019). La incorporación de la figura del influencer en las campañas publicitarias: Consecuencias para las agencias de publicidad españolas. AdComunica, (18), 63-86. https://doi.org/10.6035/2174-0992.2019.18.5
  • Sánchez-Fernández, Raquel; & Jiménez-Castillo, David (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
  • Sharma, Shweta; & Verma, Harsh V. (2018). Social Media Marketing: Evolution and Change. En Heggde, Githa, & Shainesh, G. (eds) Social Media Marketing. Singapore: Palgrave Macmillan. https://doi.org/10.1007/978-981-10-5323-8_2
  • Sundermann, Gerrit; & Raabe, Thorsten (2019). Strategic Communication through Social Media Influencers: Current State of Research and Desiderata. International Journal of Strategic Communication, 13(4), 278-300. https://doi.org/10.1080/1553118X.2019.1618306
  • Vizcaíno-Verdú, Arantxa; De Casas-Moreno, Patricia; & Aguaded, Ignacio (2019). Youtubers e instagrammers: Una revisión sistemática cuantitativa. En José Ignacio Aguaded Gómez; Arantxa Vizcaíno Verdú; Yamile Sandoval Romero (coord.), Competencia mediática y digital: Del acceso al empoderamiento (pp. 211-220). Grupo Comunicar Ediciones.
  • 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), 1-19. https://doi.org/10.1080/00913367.2020.1857888