La intención de compra y la respuesta negativa hacia la influencia en Instagram: El efecto de la interacción y la motivación
DOI:
https://doi.org/10.4185/rlcs-2025-2363Palabras clave:
Marketing de influencia, desconfianza con el influencer, intención de compra, redes sociales, marketing digitalResumen
Introducción: El estudio se centró en determinar si las actividades de los usuarios en Instagram influyen en su intención de compra en la plataforma y cómo la intención está relacionada con la formación de preferencias o desconfianza hacia los influencer debido a su impacto en la decisión de compra. Metodología: Para desarrollar este objetivo se ejecutó una investigación cuantitativa transversal en la que participaron 385 hombres y 648 mujeres con cuenta en Instagram. Resultados: Se aceptan siete hipótesis y se rechazan cuatro, en relación a los efectos indirectos se observan dos mediaciones completas y una parcial. Discusión: La intención de compra es afectada por la interacción en redes sociales y la respuesta negativa hacia la influencia está determinada por la desconfianza y la interacción en la plataforma. Se demostró que la interacción de los usuarios influye en la intención de compra. La interacción e influencia en la compra es afectada por respuestas negativas hacia la influencia y, la motivación hacia el contenido y la influencia en la intención de compra es mediada por la respuesta negativa hacia la influencia y la desconfianza. Conclusiones: los usuarios de Instagram muestran un comportamiento complejo debido a que la interacción es el único factor que influye directamente en la intención de compra cuando esta es inducida por influencers y los motivos de uso no están directamente relacionados con la intención de compra, pero se presenta cuando hay una respuesta negativa hacia la influencia. Esto sugiere que la conducta de los colombianos es osada al estár dispuestos a asumir riesgos en sus compras en la plataforma superando la falta de credibilidad o la desconfianza hacia influencer pagados para promover una marca demuestran un comportamiento reflexivo e impulsivo simultáneo
Descargas
Citas
Abreu, R. (2019). Social media micro-infleuncer marketing and purchasing intention of millenials: The role of perceived authenticity and trust [Doctoral dissertation]. Dublin Business School. https://acortar.link/cHsEtw
Ali, A. (2022). Does influencer eWOM marketing impact purchase intention within the beauty industry? [Doctoral dissertation] National College of Ireland.
Ananda, A. S., Hernández-García, Á. y Lamberti, L. (2016). N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations. Journal of Innovation & Knowledge, 1(3), 170-180. https://doi.org/10.1016/j.jik.2016.01.003 DOI: https://doi.org/10.1016/j.jik.2016.01.003
Aragoncillo, L. y Orus, C. (2018) Impulse buying behavior: an online-offline comparative and the impact of social media. Spanish Journal of Marketing – Esic. https://doi.org/10.1108/SJME-03-2018-007 DOI: https://doi.org/10.1108/SJME-03-2018-007
Aw, E. C. X. y Chuah, S. H. W. (2021). Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of selfdiscrepancy. Journal of Business Research, 132, 146-157. https://doi.org/10.1016/j.jbusres.2021.04.025 DOI: https://doi.org/10.1016/j.jbusres.2021.04.025
Bandura, A. (1986). Social foundations of thought and action (Vol. 1). Prentice Hall.
Banerjee, N., Chakraborty, D., Dasgupta, K., Mittal, S., Joshi, A., Nagar, S., ... y Madan, S. (2009). User interests in social media sites: exploration with micro-blogs. In Proceedings of the 18th ACM conference on Information and knowledge management (pp. 1823-1826). https://doi.org/10.1145/1645953.1646240 DOI: https://doi.org/10.1145/1645953.1646240
Bao, T. y Chang, T. L. S. (2014). Finding disseminators via electronic word of mouth message for effective marketing communications. Decision Support Systems, 67, 21-29. https://doi.org/10.1016/j.dss.2014.07.006 DOI: https://doi.org/10.1016/j.dss.2014.07.006
Belch, G. E. y Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective. McGraw-Hill.
Bentley, K., Chu, C., Nistor, C., Pehlivan, E. y Yalcin, T. (2021). Social media engagement for global influencers. Journal of Global Marketing, 34(3), 205-219. https://doi.org/10.1080/08911762.2021.1895403 DOI: https://doi.org/10.1080/08911762.2021.1895403
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.2016.12.0 DOI: https://doi.org/10.1016/j.intmar.2016.12.002
Bowden-Green, T., Hinds, J. y Joinson, A. (2021). Personality and motives for social media use when physically distanced: a uses and gratifications approach. Frontiers in Psychology, 12, 607948. https://doi.org/10.3389/fpsyg.2021.607948 DOI: https://doi.org/10.3389/fpsyg.2021.607948
Brown, T. (2015). Confirmatory factor analysis for applied research. Guilford Press.
Castelló, A. y del Pino, C. (2015). La comunicación publicitaria con influencers (Advertising communication with influencers). Revista Digital de Marketing Aplicado, 1(14), 40-50. https://doi.org/10.17979/redma.2015.01.014.4880 DOI: https://doi.org/10.17979/redma.2015.01.014.4880
Chen, S. y Zhou, S. (2024). An extended trust and distrust network-based dual fuzzy recommendation model and its application based on user-generated content. Expert Systems with Applications, e123360. https://doi.org/10.1016/j.eswa.2024.123360 DOI: https://doi.org/10.1016/j.eswa.2024.123360
Childers, C. C., Lemon, L. L. y Hoy, M. G. (2018). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274. https://doi.org/10.1080/10641734.2018.1521113 DOI: https://doi.org/10.1080/10641734.2018.1521113
Childers, C. y Boatwright, B. (2021). Do digital natives recognize digital influence? Generational differences and understanding of social media influencers. Journal of Current Issues & Research in Advertising, 42(4), 425-442. https://doi.org/10.1080/10641734.2020.1830893 DOI: https://doi.org/10.1080/10641734.2020.1830893
Chopra, A., Avhad, V. y Jaju, A. S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91. https://doi.org/10.1177/2278533720923486 DOI: https://doi.org/10.1177/2278533720923486
Colliander, J. y Dahlén, M. (2011). Following the fasionable friend: e power of social media. Weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 51, 313-20. https://doi.org/10. 2501/JAR-51-1-313-320 DOI: https://doi.org/10.2501/jar-51-1-313-320
Conner, M. y Sparks, P. (2002). Ambivalence and attitudes. European review of social psychology, 12(1), 37-70. https://doi.org/10.1080/14792772143000012 DOI: https://doi.org/10.1080/14792772143000012
Cristancho-Triana, G. J., Cardozo-Morales, Y. C. y Camacho-Gómez, A. S. (2022). Tipos de centennials en la red social TikTok y su percepción hacia la publicidad. Revista CEA, 8(17), 1-19. https://doi.org/10.22430/24223182.1933 DOI: https://doi.org/10.22430/24223182.1933
Croes, E. y Bartels, J. (2021). Young adults’ motivations for following social influencers and their relationship to identification and buying behavior. Computers in Human Behavior, 124, 106910. https://doi.org/10.1016/j.chb.2021.106910 DOI: https://doi.org/10.1016/j.chb.2021.106910
Darmawan, A. K., Siahaan, D. O., Susanto, T. D., Hidayanto, A. N., Umam, B. A., Walid, M. y Puspasari, B. D. (2020). Smart Regency E-Service Quality Analysis with Multidimensional Hierarchical Model (MHM) approach: An empirical study of Madura District. En 2020 8th International Conference on Cyber and IT Service Management (CITSM) (pp. 1-7). IEEE. https://doi.org/10.1109/CITSM50537.2020.9268850 DOI: https://doi.org/10.1109/CITSM50537.2020.9268850
de Veirman, M., Cauberghe, V. y Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 5, 798-828. https://doi.org/10.1080/02650487.2017.1348035 DOI: https://doi.org/10.1080/02650487.2017.1348035
Departamento Nacional de Estadística – DANE. (2023). Proyecciones de población. Proyecciones y retroproyecciones de población municipal para el periodo 1985-2019 y 2020-2035 con base en el CNPV 2018. https://www.dane.gov.co/index.php/estadisticas-por-tema/demografia-y-poblacion/proyecciones-de-poblacion
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 DOI: https://doi.org/10.1016/j.chb.2016.11.009
Dueñas, P. P. M., Domínguez, C. S. y Coronil, A. G. (2020). El influencer marketing y el proceso de compra de los estudiantes universitarios. En Las redes sociales como herramienta de comunicación persuasiva (pp. 91-106). McGraw-Hill.
Engeln, R., Loach, R., Imundo, M. N. y Zola, A. (2020). Compared to Facebook, Instagram use causes more appearance comparison and lower body satisfaction in college women. Body Image, 34, 38-45. https://doi.org/10.1016/j.bodyim.2020.04.007 DOI: https://doi.org/10.1016/j.bodyim.2020.04.007
Escobedo Portillo, M. T., Hernández Gómez, J. A., Estebané Ortega, V. E. y Martínez Moreno, G. (2016). Modelos de ecuaciones estructurales: características, fases, construcción, aplicación y resultados. Ciencia y Trabajo, 18(55), 16-22. https://doi.org/10.4067/S0718-24492016000100004 DOI: https://doi.org/10.4067/S0718-24492016000100004
Fainmesser, I. P. y Galeotti, A. (2019). The Market for Online Influence. Johns Hopkins Carey Business School Research Paper, 18-13, https://doi.org/10.2139/ssrn.3207810 DOI: https://doi.org/10.2139/ssrn.3207810
Feijoo, B. y Sádaba, C. (2022). When mobile advertising is interesting: interaction of minors with ads and influencers’ sponsored content on social media. Communication & Society, 35(3), 15-31. https://doi.org/10.15581/003.35.3.15-31 DOI: https://doi.org/10.15581/003.35.3.15-31
Ferrer López, M. (2021). Presencia de influencers en campañas publicitarias digitales. Estudio de su capacidad persuasiva y efectividad en jóvenes [Doctoral dissertation]. Universidad Complutense de Madrid.
Fornell, C. y Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104 DOI: https://doi.org/10.1177/002224378101800104
García Rivero, A., Carbonell-Curralo, E. G., Magán-Álvarez, A. y Barberá-González, R. (2021). Revista de Comunicación y Salud, 11(1), 19-57. https://doi.org/10.35669/rcys.2021.11.e268 DOI: https://doi.org/10.35669/rcys.2021.11.e268
Ghaisani, A. P., Handayani, P. W. y Munajat, Q. (2017). Users’ motivation in sharing information on social media. Procedia Computer Science, 124, 530-535. https://doi.org/10.1016/j.procs.2017.12.186 DOI: https://doi.org/10.1016/j.procs.2017.12.186
Gill, J., Grossbart, S. y Laczniak, R. (1988). Inuence of involvement, commitment and familiarity on brand beliefs and attitudes of viewers exposed to alternative ad claim strategies. Journal of Advertising, 17(2), 33-43. https://doi.org/10.1080/00913367.1988.10673111 DOI: https://doi.org/10.1080/00913367.1988.10673111
Hair, J F. Jr., Black, W. C., Babin, Barry J. y Anderson, R. E. (2010). Multivariate data analysis, 7th edition. Upper Saddle River, Prentice Hall.
van Harreveld, F., Nohlen, H. U. y Schneider, I. K. (2015). The ABC of Ambivalence: affective, behavioral, and cognitive consequences of attitudinal conflict. Advances in Experimental Social Psychology, 52, 309, https://doi.org/10.1016/bs.aesp.2015.01.002 DOI: https://doi.org/10.1016/bs.aesp.2015.01.002
Hsu, C. L., Lin, J. C. C. y Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet research, 23(1), 69-88. https://doi.org/10.1108/10662241311295782 DOI: https://doi.org/10.1108/10662241311295782
Hu, L. y Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteriaversus new alternatives. Structural Equation Modeling. A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118 DOI: https://doi.org/10.1080/10705519909540118
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 DOI: https://doi.org/10.1177/0022242919854374
Ibáñez-Sánchez, S., Flavián, M., Casaló, L. V. y Belanche, D. (2022). Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media. Journal of Marketing Communications, 28(5), 469-486. https://doi.org/10.1080/13527266.2021.1929410 . DOI: https://doi.org/10.1080/13527266.2021.1929410
Izogo, E. E. y Mpinganjira, M. (2024). Digital content marketing consumption motives in the age of social media: an investigation of relational and monetary outcomes. Aslib Journal of Information Management, 76(2), 353-378. https://doi.org/10.1108/AJIM-07-2022-0347 DOI: https://doi.org/10.1108/AJIM-07-2022-0347
Jin, S. V., Muqaddam, A. y Ryu, E. (2019). Instafamous and social media influencer marketing, Marketing Intelligence & Planning, 37(5), 567-579. DOI: https://doi.org/10.1108/MIP-09-2018-0375
Kapitan, S. y Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), 553-567. https://doi.org/10.1007/s11002-015-9363-0 DOI: https://doi.org/10.1007/s11002-015-9363-0
Ki, C. W. C. y Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & marketing, 36(10), 905-922. https://doi.org/10.1002/mar.21244 DOI: https://doi.org/10.1002/mar.21244
Ki, C. W., Chow, T. C. y Li, C. (2023). Bridging the trust gap in influencer marketing: Ways to sustain consumers’ trust and assuage their distrust in the social media influencer landscape. International Journal of Human–Computer Interaction, 39(17), 3445-3460. https://doi.org/10.1080/10447318.2022.2097785 DOI: https://doi.org/10.1080/10447318.2022.2097785
Kim, D. Y. y Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223-232. https://doi.org/10.1016/j.jbusres.2021.05.024 DOI: https://doi.org/10.1016/j.jbusres.2021.05.024
Kircaburun, K., Alhabash, S., Tosuntaş, Ş. B. y Griffiths, M. D. (2020). Uses and gratifications of problematic social media use among university students: A simultaneous examination of the Big Five of personality traits, social media platforms, and social media use motives. International Journal of Mental Health and Addiction, 18, 525-547. https://doi.org/10.1007/s11469-018-9940-6 DOI: https://doi.org/10.1007/s11469-018-9940-6
Kline, R. B. (2011). Principles and practice of structural equation modeling. The Guilford Press.
Kumar, A., (2011). Celebrity endorsements and their impact on consumer buying behavior. Social Science Research Network, 1-122. https://dx.doi.org/10.2139/ssrn.1802531 DOI: https://doi.org/10.2139/ssrn.1802531
Kunnel, A. y Quandt, T. (2016). Relational Trust and Distrust: Ingredients of Face-to-Face and Media-based Communication. En B. Blöbaum (Eds.) Trust and Communication in a Digitized World. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-319-28059-2_2 DOI: https://doi.org/10.1007/978-3-319-28059-2_2
Lal, R. y Sharma, G. (2021). Social media influencers for online purchase behaviour: Mediation by brand consciousness. Journal of Content, Community & Communication, 13(7), 83-94.
Lee, J. A., Sudarshan, S., Sussman, K. L., Bright, L. F. y Eastin, M. S. (2022). Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism. International Journal of Advertising, 41(1), 78-100. https://doi.org/10.1080/02650487.2021.1964226 DOI: https://doi.org/10.1080/02650487.2021.1964226
Lee, J., Chung, S. S. y Rho, J. O. (2023). A study on the weight control behavior according to cluster types of the motivation to use social media among university students in the Jeonbuk area. J Nutr Health, 56(2), 203-216. https://doi.org/10.4163/jnh.2023.56.2.203 DOI: https://doi.org/10.4163/jnh.2023.56.2.203
Lee, S. y Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of global fashion marketing, 11(3), 232-249. https://doi.org/10.1080/20932685.2020.1752766 DOI: https://doi.org/10.1080/20932685.2020.1752766
Leeuwerden, M. (2021). Green Talk: The Effect of Environmental CSR Communication on the Purchase Intention of Green Products [Tesis de Maestría]. University of Twente.
Leung, F. F., Gu, F. F. y Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251. https://doi.org/10.1007/s11747-021-00829-4 DOI: https://doi.org/10.1007/s11747-021-00829-4
Li, F. y Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision support systems, 51(1), 190-197. https://doi.org/10.1016/j.dss.2010.12.007 DOI: https://doi.org/10.1016/j.dss.2010.12.007
Li, Y., Wang, R., Nan, G., Li, D. y Li, M. (2021). A personalized paper recommendation method considering diverse user preferences. Decision Support Systems, 146, e113546. https://doi.org/10.1016/j.dss.2021.113546 DOI: https://doi.org/10.1016/j.dss.2021.113546
Lim, X. J., Radzol, A. M., Cheah, J. y Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian journal of business research, 7(2), 19-36. https://doi.org/10.14707/ajbr.170035 DOI: https://doi.org/10.14707/ajbr.170035
Lou, C. y Yuan, S. (2019). 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 DOI: https://doi.org/10.1080/15252019.2018.1533501
Lup, K., Trub, L. y Rosenthal, L. (2015). Instagram# instasad: exploring associations among Instagram use, depressive symptoms, negative social comparison, and strangers followed. Cyberpsychology, Behavior, and Social Networking, 18(5), 247-252. https://doi.org/10.1089/cyber.2014.0560 DOI: https://doi.org/10.1089/cyber.2014.0560
Magno, F. (2017). The influence of cultural blogs on their readers’ cultural product choices. International Journal of Information Management, 37(3), 142-149. https://doi.org/10.1016/j.ijinfomgt.2017.01.007 DOI: https://doi.org/10.1016/j.ijinfomgt.2017.01.007
Martín Critikián, D., Solano Altaba, M., Serrano Oceja, J. F. y Medina Núñez, M. (2022). Hábitos de consumo de moda a través de influencers en la Generación Z. Vivat Academia, 155, 39-68. https://doi.org/10.15178/va.2022.155.e1387 DOI: https://doi.org/10.15178/va.2022.155.e1387
Martínez Ávila, M. (2021). Análisis factorial confirmatorio: un modelo de gestión del conocimiento en la universidad pública. RIDE Revista Iberoamericana Para la investigación y el desarrollo educativo, 12(23). https://doi.org/10.23913/ride.v12i23.1103 DOI: https://doi.org/10.23913/ride.v12i23.1103
Masuda, H., Han, S. H. y Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246 DOI: https://doi.org/10.1016/j.techfore.2021.121246
Moayery, M., Cantín, L. N. y Martíns, J. J. G. (2019). How does self-control operate? A focus on impulse buying. Papeles del Psicólogo, 40(2), 149-156. https://doi.org/10.23923/pap.psicol2019.2893 DOI: https://doi.org/10.23923/pap.psicol2019.2893
Mudambi, S. M. y Schuff, D. (2010). Research note: What makes a helpful online review? A study of customer reviews on Amazon. com. MIS quarterly, 185-200. https://doi.org/10.2307/20721420 DOI: https://doi.org/10.2307/20721420
Mude, G. y Undale, S. (2023). Social media usage: A comparison between Generation Y and Generation Z in India. International Journal of E-Business Research (IJEBR), 19(1), 1-20. DOI: https://doi.org/10.4018/IJEBR.317889
Nuñez, M., López, A., L. y Somarriba, N (2021) Publicidad encubierta en los kids influencer: una propuesta metodológica aplicada al estudio de caso de los diez youtubers menores con más seguidores de España. El Profesional de la Información. https://doi.org/10.3145/epi.2021.mar.19 DOI: https://doi.org/10.3145/epi.2021.mar.19
Ortiz, S. L. y Curiel, C. P. (2018). Tendencias y hallazgos en el marketing de influencia. Análisis y consecuencias del fenómeno fan. En Arterias de la sociedad del siglo XXI. Las TIC como herramienta multidisciplinar. Estudios de caso (pp. 135-154). Egregius.
Pant, R., Negi, A. y Kishor, N. (2023). Brand engagement and purchase intention towards apparel goods: a study of Generation Z in social media scenarios. International Journal of Management Practice, 16(3), 319-342. https://doi.org/10.1504/IJMP.2023.130355 DOI: https://doi.org/10.1504/IJMP.2023.130355
Paunoska, S. (2020). Facebook Sponsored Ads and Likelihood to Purchase [Doctoral dissertation]. Universidade NOVA de Lisboa.
Pérez-Escoda, A. y Esteban, L. M. P. (2021). Retos del periodismo frente a las redes sociales, las fake news y la desconfianza de la generación Z. Revista Latina de Comunicación Social, 79, 67-85. https://doi.org/10.4185/RLCS-2021-1519 DOI: https://doi.org/10.4185/RLCS-2021-1519
Phung, L. y Qin, L. (2018). Perception of social media influencers: A study on evaluation of Social Media Influencer types for different beauty categories [Bachelor’s Thesis business administration]. Jönköping University.
Raubenheimer J. (2004). An item selection procedure to maximize scale reliability and validity. SA Journal of Industrial Psychology, 30(4), 59-64. https://hdl.handle.net/10520/EJC89023 DOI: https://doi.org/10.4102/sajip.v30i4.168
Rivera, S. I. G. y Ibarra, D. M. T. (2022). Efectos del género en la decisión de compra en línea. Revista Compás Empresarial, 13(34), 6-27. https://doi.org/10.52428/20758960.v13i34.225 DOI: https://doi.org/10.52428/20758960.v13i34.225
Rodríguez, P. y García, J. S. (2022). Uso de influencers en el marketing digital de las empresas turísticas españolas. Cuadernos. info, 51, 200-222. http://dx.doi.org/10.7764/cdi.51.27743 DOI: https://doi.org/10.7764/cdi.51.27743
Rubio-Romero, J. y Barón-Dulce, G. (2019). Actitudes de los jóvenes hacia las comunidades virtuales y su vínculo con las marcas. Una aproximación a través de los estudiantes universitarios de comunicación y de marketing de la Universidad Nebrija. adComunica, 18, 41-62. https://doi.org/10.6035/2174-0992.2019.18.4 DOI: https://doi.org/10.6035/2174-0992.2019.18.4
Sanz, P., Pérez, C. y Velasco, A. M. (2020). Hacia un cambio en el sector de moda y lujo. Del dominio del influencer a la marca: Gucci, Loewe y Margiela. Revista de Comunicación, 19(2), 263-284. https://dx.doi.org/10.26441/rc19.2-2020-a15 DOI: https://doi.org/10.26441/RC19.2-2020-A15
Schaefers, T. y Schamari, J. (2015). Service recovery via social media: The social influence effects of virtual presence. Journal of Service Research, 19(2), 192-208. https://doi.org/10.1177/109467051560606 DOI: https://doi.org/10.1177/1094670515606064
Singh, J., Crisafulli, B. y Xue, M. T. (2020). To trust or not to trust: The impact of social media influencers on the reputation of corporate brands in crisis. Journal of Business Research, 119, 464-480. https://doi.org/10.1016/j.jbusres.2020.03.039 DOI: https://doi.org/10.1016/j.jbusres.2020.03.039
Standifird, S. S. (2001). Reputation and e-commerce: eBay auctions and the asymmetrical impact of positive and negative ratings. Journal of management, 27(3), 279-295. https://doi.org/10.1016/S0149-2063(01)00092-7 DOI: https://doi.org/10.1016/S0149-2063(01)00092-7
Steils, N., Martin, A. y Toti, J. F. (2022). Managing the transparency paradox of social-media influencer disclosures: How to improve authenticity and engagement when disclosing influencer-sponsor relationships. Journal of Advertising Research, 62(2), 148-166. https://doi.org/10.2501/JAR-2022-008 DOI: https://doi.org/10.2501/JAR-2022-008
Suescún Guerrero, D. S. (2022). Percepción del impacto en el comportamiento de compra que tienen los influencers en usuarios de Facebook [Tesis de Pregrado]. Universidad ECCI.
Tsfati, Y. y Cohen, J. (2013). Perceptions of media and media effects: The third-person effect, trust in media, and hostile media perceptions. En A. N. Valdivia y E. Scharrer (Eds.), The international encyclopedia of media. https://doi.org/10.1002/9781444361506.wbiems995 DOI: https://doi.org/10.1002/9781444361506.wbiems995
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 DOI: https://doi.org/10.1016/j.ijinfomgt.2014.04.007
Vidani, J., Meghrajani, D. I. y Das, S. (2023). Unleashing the Power of Influencer Marketing: A Study on Millennial Consumer Behaviour and its Key Antecedents. Journal of Education: Rabindra Bharati University, 25(6), 99-117.
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 DOI: https://doi.org/10.1111/ijcs.12647
Williamson, L. D. y Prins, K. (2023). Uncertain and Anxiously Searching for Answers: The Roles of Negative HealthCare Experiences and Medical Mistrust in Intentions to Seek Information from Online Spaces. Health Communication, 1-12. https://doi.org/10.1080/10410236.2023.2201976 DOI: https://doi.org/10.1080/10410236.2023.2201976
Wilson, T. D., Lindsey, S. y Schooler, T. Y. (2000). A model of dual attitudes. Psychological Review, 107(1), 101-126. https://doi.org/10.1037/0033-295X.107.1.101 DOI: https://doi.org/10.1037//0033-295X.107.1.101
Wu, J., Chiclana, F., Fujita, H. y Herrera-Viedma, E. (2017). A visual interaction consensus model for social network group decision making with trust propagation. Knowledge-Based Systems, 122, 39-50. https://doi.org/10.1016/j.knosys.2017.01.031 DOI: https://doi.org/10.1016/j.knosys.2017.01.031
Yetimoğlu, S. y Uğurlu, K. (2020). Influencer marketing for tourism and hospitality. En The emerald handbook of ICT in tourism and hospitality. Emerald Publishing Limited. DOI: https://doi.org/10.1108/978-1-83982-688-720201009
Zahrah, K. A., Pradekso, T. y Setyabudi, D. (2022). The influence of the level of popularity of influencer, the preference of message disclosure, and the consumer skepticism of advertising on the purchase intention of somethinc. Interaksi Online, 10(3), 25-33.
Zeljko, D., Jakovic, B. y Stuttgart, I. (2018). New methods of online advertising: social media influencers. Proceedings of the 29 th International DAAAM Symposium 2018. https://doi.org/10.2507/29th.daaam.proceedings.006 DOI: https://doi.org/10.2507/29th.daaam.proceedings.006
Zhou L., Ampon-Wireko S., Xu X., Quansah P. E. y Larnyo E. (2022). Media attention and Vaccine Hesitancy: Examining the mediating effects of Fear of COVID-19 and the moderating role of Trust in leadership. PLoS ONE, 17(2), e0263610. https://doi.org/10.1371/journal.pone.0263610 DOI: https://doi.org/10.1371/journal.pone.0263610
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2024 Yezid Alfonso Cancino-Gómez, Gerson Jaquin Cristancho-Triana, Sandra Patricia Caviedes-Caviedes
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
