Influencers y marcas de moda de lujo en Instagram. Efectos de las acciones mediadas por prescriptores en la relación con el usuario

  1. Tania Blanco Sánchez 1
  2. Belén Moreno Albarracín 2
  1. 1 Universidad de Extremadura
    info

    Universidad de Extremadura

    Badajoz, España

    ROR https://ror.org/0174shg90

  2. 2 San Jose State University
    info

    San Jose State University

    San José, Estados Unidos

    ROR https://ror.org/04qyvz380

Revista:
Icono14

ISSN: 1697-8293

Año de publicación: 2024

Volumen: 22

Número: 1

Tipo: Artículo

DOI: 10.7195/RI14.V22I1.2093 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Icono14

Resumen

Los influencers ejercen en Instagram como imágenes de marcas que trascienden la suya personal. No obstante, se registra una escasez de investigaciones centradas en el vínculo que se genera entre la marca y el usuario como resultado de colaboraciones entre estas firmas y determinados prescriptores. ¿Influye en esa relación que en el contenido participe un influencer? Para responder a esta pregunta de investigación, se propone un estudio que tiene como objetivo general analizar la relación entre las marcas de lujo más seguidas en Instagram y sus seguidores en torno a las colaboraciones con influencers en los perfiles corporativos, a través de la acción en sí misma y de la interacción del usuario con el post. Para ello, se realiza un análisis de contenido comparado de naturaleza tanto cuantitativa como cualitativa, con el fin de realizar un estudio de engagement y del mensaje de cada acción. La muestra se compone de los 387 posts publicados por Gucci, Chanel, Louis Vuitton, Dolce & Gabbana y Dior del 10 de febrero al 7 de marzo de 2023, cuando se celebran las principales semanas de la moda. Los resultados evidencian que el porcentaje de engagement de una acción es más alto si participa un influencer en ella. Asimismo, se han detectado otros dos elementos que influyen en el compromiso generado por la publicación: el contenido del post, centrado en el contexto profesional del influencer; y el perfil del prescriptor, con predominancia del macroinfluencer sobre el microinfluencer.

Referencias bibliográficas

  • Aboelenien, Aya; Baudet, Alex; & Ming, Ai. (2023). You need to change how you consume: ethical influencers, their audiences and their linking strategies. Journal of Marketing Management. https://doi.org/10.1080/0267257X.2023.2218853
  • Ahmadi, Arash; & Leamsom, Siriwan. (2022). Influencer Fit Post Vs Celebrity Fit Post: Which One Engages Instagram Users More? Spanish Journal of Marketing, 26(1), 98-116. https://doi.org/10.1108/SJME-12-2020-0217
  • Alalwan, Ali Abdallah; Rana, Nripendra; Dwivedi, Yogesh; & Algharabat, Raed. (2017). Social media in marketing: a review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008
  • Belanche, Daniel; Casaló, Luis; Flavián, Marta; e Ibáñez-Sánchez, Sergio. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067
  • Campbell, Colin; & Farrell, Justine Rapp. (2020). More than meets the eye: the functional components underlying influencer marketing. Business Horizons, 63(4), 469-79. https://doi.org/10.1016/j.bushor.2020.03.003
  • Chakraborty, Uttam; & Kumar, Santosh. (2023). Is Digital Social Communication Effective for Social Relationship? A Study of Online Brand Communities. Journal of Relationship Marketing. https://doi.org/10.1080/15332667.2023.2219589
  • Chung, Siyoung; & Cho, Hichang. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495. https://doi.org/10.1002/mar.21001
  • Cowan, Kirsten & Hunt, Laura. (2019). What Makes Digital Content Influential? A Comparison of Celebrities and Influencers: An Abstract. En P. Rossi y N. Krey (Eds.) Finding New Ways to Engage and Satisfy Global Customers. Springer.
  • Creevey, Dean; Coughlan, Joseph; & O’Connor, Christina. (2021). Social media and luxury: a systematic literature review. International Journal of Management Reviews, 24(1), 99-129. https://doi.org/10.1111/ijmr.12271
  • Delbaere, Marjorie; Michael, Brittany; & Phillips, Barbara (2021). Social media influencers: A route to brand engage-ment for their followers. Psychology & Marketing, 38(1), 101–112. https://doi.org/10.1002/mar.21419
  • Drenten, Jenna; Gurrieri, Lauren; & Tyler, Meagan. (2020). Sexualized labour in digital culture: Instagram influencers, porn chic and the monetization of attention. Gender, Work, & Organization, 27(1), 41–66. https://doi.org/10.1111/gwao.12354
  • Dunkley, Lidia. (2017). Reaching Generation Z: Harnessing the Power of Digital Influencers in Film Publicity. Journal of Promotional Communications, 5(1), 31-39. https://promotionalcommunications.org/index.php/pc/article/view/85
  • Erz, Antonia; & Christensen, Anna-Bertha Heeris. (2018). Transforming consumers into brands: Tracing transformation processes of the practice of blogging. Journal of Interactive Marketing, 43, 69–82. https://doi.org/10.1016/j.intmar.2017.12.002
  • Ge, Jing; & Gretzel, Ulrike. (2018). Emoji rhetoric: A social media influencer perspective. Journal of Marketing Management, 34(15–16), 1272–1295. https://doi.org/10.1080/0267257X.2018.1483960
  • Gross, Jana; Cui, Zhiying; & von Wangenheim, Florian. (2023). How to make influencer advertising engaging on Instagram: Emotional Storytelling in Sponsored Posts. Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2023.2211579
  • Hawlk, Kali. (2018). Outbound Versus Inbound Marketing: Which Strategy Is Best? Journal of Financial Planning, 31(6), 30-31. https://www.proquest.com/openview/5f33142e0084423ad599b78ff58a5a5d/1?pq-origsite=gscholar&cbl=4849
  • Hollebeek, L. D., Glynn, M.S. y Brodie, R.J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149-165. https://doi.org/10.1016/jintmar.2013.12.002
  • Hsieh, Sara; Lee, Crystal; & Tseng, Timmy (2022). Psychological empowerment and user satis-faction: Investigating the influences of online brand community participation. Information & Management, 59(1), 103570. https://doi.org/10.1016/j.im.2021.103570
  • 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). Libro Blanco de Marketing de Influencia. IAB Spain.
  • Jiménez-Castillo, David; & Sánchez-Fernández, Raquel. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
  • Jin, Venus; Muqaddam, Aziz; & Ryu, Ehri. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579. https://doi.org/10.1108/MIP-09-2018-0375
  • Jin, Venus; & Ryu, Ehri. (2019). Instagram fashionistas, luxury visual image strategies and vanity. Journal of Product & Brand Management, 29(3), 355-368. https://doi.org/10.1108/JPBM-08-2018-1987
  • Jun, Sunghee; & Yi, Jisu. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, 29(6), 803-814. https://doi.org/10.1108/JPBM-02-2019-2280
  • Kay, Samantha; Mulcahy, Rory; & Parkinson, Joy. (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, Hyosun. (2022). Keeping up with influencers: exploring the impact of social presence and para-social interactions on instagram. International Journal of Advertising, 41(3), 414-421. https://doi.org/10.1080/02650487.2021.1886477
  • Larsson, Anders Olof. (2018). The news user on social media: a comparative study of interacting with media organizations on Facebook and Instagram. Journalism Studies, 19(15), 2225-2242. https://doi.org/10.1080/1461670X.2017.1332957
  • Letto, Beatrice; & Pascucci, Federica. (2023). Classifying bloggers based on content creation approaches: implications for influencers marketing strategies. International Journal of Internet Marketing and Advertising, 18(4), 335-358. https://doi.org/10.1504/IJIMA.2023.131255
  • Li, Guoxin; Cao, Yue; Lu, Bo; Yu, Yunzhijun; & Liu, Honglei. (2023). Luxury brands’ live streaming sales: the roles of streamer identity and level strategy. International Journal of Advertising, 42(7), 1178-1200. https://doi.org/10.1080/02650487.2023.2215075
  • Lou, Chen; & Yuan, Shupei. (2018). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  • McQuarrie, Edward; Miller, Jessica; & Phillips, Barbara. (2013). The Megaphone Effect: Taste and Audience Infashion Blogging. The Journal of Consumer Research, 40(1), 136-158. https://doi.org/10.1086/669042
  • Mundt, Marcia; Ross, Karen; & Burnett, Charla. (2018). Scaling social movements through social media: The case of black lives matter. Social Media + Society, 4(4). https://doi.org/10.1177/2056305118807911
  • Pain, Paromita. (2021). It took me quite a long time to develop a voice: Examining feminist digital activism in the Indian #MeToo movement. New Media & Society, 23(11), 3139-3155. https://doi.org/10.1177/1461444820944846
  • Pangarkar, Aniruddha; Shukla, Paurav; & Taylor, Charles. (2021). Minimalism in consumption: a typology and brand engagement strategies. Journal of Business Research, 127, 167-78. https://doi.org/10.1016/j.jbusres.2021.01.033
  • Pangarkar, Aniruddha; & Rathee, Shelly. (2022). The role of conspicuity: impact of social influencers on purchase decisions of luxury consumers. International Journal of Advertising, 1150-1177. https://doi.org/10.1080/02650487.2022.2084265
  • Park, Jiwoon; Lee, Ji Min; Xiong, Vikki Yiqi; Septianto, Felix; & Seo, Yuri. (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
  • Pérez-Curiel, Concha; & Sanz-Marcos, Paloma. (2019). Estrategia de marca, influencers y nuevos públicos en la comunicación de moda y lujo. Prisma Social: revista de investigación social, 24, 1-24. https://dialnet.unirioja.es/servlet/articulo?codigo=6972208
  • Piñuel Raigada, José Luis. (2002). Epistemología, metodología y técnicas de análisis de contenido. Estudios de Sociolingüística, 3(1), 1-42. https://www.researchgate.net/publication/267797356_Epistemologia_metodologia_y_tecnicas_del_analisis_de_contenido
  • Pradhan, Bandinee; Kishore, Kaushal; & Gokhale, Nilesh. (2023). Social media influencers and consumer engagement: A review and future research agenda. International Journal of Consumer Studies, 47(5), 1824-1837. https://doi.org/10.1111/ijcs.12901
  • Qian, Jiayu; & Park, Jee-Sun (2021). Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity. Journal of Brand Management, 28, 199-220. https://doi.org/10.1057/s41262-020-00226-2
  • Ríos, Ines; Casais, Beatriz; & Camilleri, Mark Anthony. (2020). The effect of macro celebrity and micro influencer endorsements on consumer-brand engagement on Instagram. En Camilleri, M.A. (Ed.) Strategic Corporate Communication in the Digital Age. Emerald.
  • Roux, Elyette; Tafani, Eric; & Vigneron, Franck. (2017). Values associated with luxury brand consumption and the role of gender. Journal of Business Research, 71, 102-13. https://doi.org/10.1016/j.jbusres.2016.10.012
  • Sánchez-Fernández, Raquel; & Jiménez-Castillo, David. (2021). How social media influencers affect behavioural intentions towards recommended brands: The role of emotional attachment and informa-tion value. Journal of Marketing Management, 37(11–12), 1123-1147. https://doi.org/10.1080/0267257X.2020.1866648
  • Schouten, Alexander; Janssen, Loes; y Verspaget, Maegan. (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
  • Sharma, Daneshwar. (2023). How not who: Message strategies adopted by celebrities v/s social media influencers. Journal of Marketing Communications, https://doi.org/10.1080/13527266.2023.2220326
  • Sharma, Daneshwar; & Meena, Rahul. (2022). Impact of COVID-19 on TV Advertisements: Informational, Transformational & Narrative Analyses of Post-COVID-19 TV Advertisements. Journal of Marketing Communications, 1-28. https://doi.org/10.1080/13527266.2022.2098518
  • Sheldon, Pavica; & Bryant, Katherine. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89-97. https://doi.org/10.1016/j.chb.2015.12.059
  • Shukla, Paurav; Rosendo-Rios, Veronica; & Khalifa, Dina. (2022). Is luxury democratization impactful? Its moderating effect between value perceptions and consumer purchase intentions. Journal of Business Research, 139, 782-93. https://doi.org/10.1016/j.jbusres.2021.10.030
  • Smith, Andrew; & Fischer, Eileen. (2021). Pay attention, please! Person brand building in organized online attention economies. Journal of the Academy of Marketing Science, 49(2), 258-279. https://doi.org/10.1007/s11747-020-00736-0
  • Stemler, Steve. (2000). An Overview of Content Analysis. Practical Assessment, Research & Evaluation, 7(1). https://doi.org/https://doi.org/10.7275/z6fm-2e34
  • 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
  • Veresiu, Ela; & Parmentier, Marie-Agnes. (2020). Advanced style influencers: Confronting gendered ageism in fashion and beauty markets. Journal of the Association for Consumer Research, 6(2), 263–273. https://doi.org/10.1086/712609
  • Voorveld, Hilde; van Noort, Guda; Muntinga, Daniel; & Bronner, Fred. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38–54. https://doi.org/10.1080/00913367.2017.1405754
  • 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
  • Watkins, Brandi; & Lee, Jason W. (2016). Communicating brand identity on social media: A case study of the use of Instagram and Twitter for collegiate athletic branding. International Journal of Sport Communication, 9(4), 476-498. https://doi.org/10.1123/IJSC.2016-0073
  • Zhao, Xinyan; & Chen, Yi-Ru Regina. (2022). How brand-stakeholder dialogue drives brand-hosted community engagement on social media: A mixed methods approach. Computers in Human Behavior, 131. https://doi.org/10.1016/j.chb.2022.107208
Fuente de los datos: Dialnet