The role that inuencers play in consumption decisions made by
Spanish minors
El papel de los inuencers en las decisiones de consumo de los menores españoles
doxa.comunicación |
nº 36, pp. 401-413
| 401
January-June of 2023
ISSN: 1696-019X / e-ISSN: 2386-3978
How to cite this article:
Zozaya-Durazo, L.; Feijoo Fernández, B. and Sádaba Chalezquer, C. (2023). e role that inuencers play in consumption decisions made by
Spanish minors.
Doxa Comunicación
, 36, pp. 401-413.
https://doi.org/10.31921/doxacom.n36a1685
Luisa Zozaya-Durazos.
Researcher in the PhD Programme at the Faculty of Communication of the University of Navarra,
Spain. e research she has carried out for her doctoral thesis is related to the behaviour of children and adolescents in
the digital environment, in addition to the advertising literacy of minors on social networks and the ethical implications of
content shared by digital creators. She also holds a Master’s Degree in Social Science from the University of Sonora, Mexico.
University of Navarra, Spain
[email protected]
ORCID: 0000-0002-3505-0687
Beatriz Feijoo Fernández.
PhD, Vice-Dean of Research, and a Senior Lecturer in the Faculty of Business and
Communication at the International University of La Rioja, Spain. Her investigation focuses on communication and
childhood, the use and consumption of screens among younger generations, and more recently on the relationship
between minors and advertising in mobile devices. She has served as the Principal Investigator on several funded
research projects, including the following: Fondecyt, No. 11170336 –Chile; R+D+i Project– Spain, ref. PID2020-
116841RA-I00; PENSACRIGITAL-UNIR, related to communication, the new media, childhood, and adolescence; and
DIGITAL FIT Cuerpo y dieta como argumentos de venta en redes sociales
(Body and diet used for sales strategies in social
networks), funded by an Ignacio H. de Larramendi Research Grant of the Mapfre company.
International University of La Rioja, Spain
[email protected]
ORCID: 0000-0001-5287-3813
Charo Sádaba Chalezquer.
She is a lecturer on the Faculty of Communication at the University of Navarra, where she
teaches subjects related to digital marketing and advertising. For the past 20 years, one of her research areas of interest
has been the relationship that children, adolescents, and young adults have with digital technology. She is the author of
various reports, books, and articles on the subject, and she has participated in several research projects as well.
University of Navarra, Spain
[email protected]
ORCID: 0000-0003-2596-2794
Abstract:
In a context of growing inuencer marketing, it is important to question
the role inuencers play in the consumption decisions of minors. e
special rapport that these content creators are able to create with
Resumen:
En un contexto donde el marketing de inuencia crece, es relevante
cuestionarse por el rol que juegan los inuencers en las decisiones de
consumo de los menores. La especial cercanía que estos creadores de
Received: 17/05/2022 - Accepted: 21/07/2022 - Early access: 09/09/2022 - Published: 01/01/2023
Recibido: 17/05/2022 - Aceptado: 21/07/2022 - En edición: 09/09/2022 - Publicado: 01/01/2023
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1. Introduction and theoretical framework
One of the dierences between traditional celebrities and social media personalities is the ease of interaction oered to users
by these platforms, which allows for the perception of a closer link with followers (Hartmann, 2008). is phenomenon is
known as a parasocial relationship, an essential factor in the growing importance of inuencer marketing as a strategy used by
brands to target specic audiences. Although the characteristics of the perceived relationship with such celebrities (idealisation,
intimacy, and passion) have been documented in the literature as somewhat limited compared to those of a true friendship,
the opportunity to interact with celebrities increases the involvement with these personalities, as well as the engagement with
his or her surroundings (Honer & Cantor, 1991). Due to the relevance of these celebrities in the daily digital consumption by
minors, and therefore in their possible socialisation, this research aims to discover the impact that inuencer marketing has on
the consumption preferences of minors who browse social networks.
Marketing strategies that use the inuence of individuals or opinion leaders to promote a brand through the virtual proles of
these gures, as well as to inuence the decisions and purchasing habits of a community (Brown & Hayes, 2008), are becoming
more frequent. Moreover, such strategies are seen as positive due to the perception of trust, experience, and attractiveness of
consumers toward these inuencers (Lou & Yuan, 2019). Inuencer marketing works as a link between brands and consumers,
which is mediated by internet celebrities who gain the aection of their followers (Sheth, 2020). While advertising expenditures
in Spain fell by 18% in 2020, inuencer marketing, along with native advertising, recorded their strongest growth ever (Sanchez,
2021). Although the main motivation for minors to use social networks is for interaction with friends or acquaintances rather than
their followers establishes a framework of credibility that also applies
to their publications for commercial purposes. From a qualitative
perspective using 12 focus groups, the aim has been to delve into the
relationship between inuencers and minors between the ages of
11 and 17 who live in Spain, in order to discover the perception and
collective imagination of adolescents regarding their relationship with
inuencers and the commercial implications that this relation entails.
e ndings reveal that the link developed between the minor and
the inuencer has a direct impact on the level of credibility bestowed
on commercial publications, which is directly dependent on the type
of inuencer; minors do not object to an inuencers commercial
collaborations as long as the resulting content is useful or entertaining
and has a connection to the profession or lifestyle of the content creator
who promotes it. On the other hand, unlike adolescents, the youngest
participants demand interaction with their idols.
Keywords
:
Adolescents and inuencers; consumption and inuencers; parasocial
relationship; credibility; social networks.
contenido son capaces de generar con sus seguidores, puede establecer
un marco de credibilidad que se extienda también a sus publicaciones
con nes comerciales. Desde una perspectiva cualitativa y mediante la
realización de 12 grupos focales se planteó ahondar en la relación entre
inuencers y menores entre los 11 y los 17 años viviendo en España con
el n de conocer la percepción y el imaginario de los adolescentes sobre
su relación con los inuencers y las implicaciones comerciales que dicha
relación supone. Los hallazgos del estudio desvelan que el vínculo desa
-
rrollado entre el menor y el inuencer incide directamente en el nivel de
credibilidad otorgado a las publicaciones comerciales, algo que depen
-
de directamente del tipo de inuencer; los menores no rechazan las co
-
laboraciones comerciales del inuencer siempre y cuando el contenido
resultante sea útil o entretenido y guarde una conexión con la profesión
o el estilo de vida del creador de contenido que lo promocione. Por otra
parte, los más pequeños, a diferencia de los adolescentes, demandan
una interacción con sus referentes.
Palabras clave:
Adolescentes e inuencers; consumo e inuencers; relación parasocial;
credibilidad; redes sociales.
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brands, the inuence of and exposure to persuasive messages in games, tutorials, dances, and other viral content is clear, and this
increases with age (Feijoo & Sádaba, 2022).
Inuencers create high quality, aspiring content, thereby gaining a following similar to that of celebrities, which they monetise
by promoting products (Lowe-Calverley & Grieve, 2021). For advertisers, they are attractive brand ambassadors, as they convey
sincerity (Audrezet et al., 2020), credibility (Djafarova & Rushworth, 2017; Lim et al., 2017), and trust to consumers by creating
a closer, more engaged relationship with their followers (Silva et al., 2021). Inuencers create awareness about brands and
products, serve as implicit or explicit endorsers of brands, and are ultimately able to inuence consumers’ purchase decisions
(Jin & Ruy, 2020). ese content creators are one of the most eective channels for sharing advertising messages with younger
generations due to the bond created with their audiences, the dynamic format of the adverts, and their similarity to the editorial
content of each prole (Feng et al., 2020; Ferchaud et al., 2018). It must also be noted that this eectiveness is enhanced by the
ease with which the commercial content is blended with the inuencer’s own creations; this type of native advertising, which is
also known as a hybrid adverts, is discreet in nature, as it tries not to interrupt the user’s consumption experience (Quijandría,
2020). Beyond the fact that content shared by inuencers is especially familiar to children and adolescents, due to their exposure
to such content from an early age, another reason for this familiarity is the fact that a signicant number of inuencers are minors
themselves (Hudders et al., 2021).
Inuencers are able to shape the behaviour of their community by becoming role models. is process is further intensied due
to the fact that inuencers are seen as “close friends” (Meyers, 2017), which reinforces the idea that anyone can achieve the level
of popularity that some inuencers have attained (Silva et al., 2021), a feeling that is especially prevalent among children and
adolescents. Such proximity is achieved by the inuencer’s ability to engage his or her audience in their day-to-day lives, and give
access to more intimate aspects of their personal or professional lives on platforms that allow for user interaction (De Veirman et
al., 2017). is contributes to a familial atmosphere of parasocial interaction, which is portrayed as the anticipated excitement of a
face-to-face relationship between an individual and a media personality (Knoll et al., 2015). e stronger the parasocial interaction
with inuencers, the more reliable and engaging their message will be, and the more value will be placed on the opinion and
experiences of the content creator. As such, the audience is more likely to follow their recommendations, including those related
to products and brands, as their message is perceived as more trustworthy and appealing (Lim et al., 2017). Such trustworthiness
also implies a match between the advertised products and the inuencer’s image, rather than the number of followers or scope
(De Veirman et al., 2017). On the other hand, the acknowledged impact on the digital and advertising environments should be
considered in order to stimulate and engage minors more eectively than traditional advertising (Hudders et al, 2021).
With regard to the role of traditional socialisation factors (family, school, friends, and the media), the relevance of inuencers
lies in the continuous communication they oer to their followers by sharing moments of their daily lives, which causes their
supporters to feel as though they belong to their inner circle. Moreover, unlike family and friends, inuencers can full the
function of role models as well (Horton & Wohl, 1956).
Consumption is also a key to the process of youth identication, as it can support the strengthening of one’s own identity, or
allow a person to distinguish her or himself from others (Berríos & Buxarrais, 2015). As consumers of online content, minors
are characterised by rapid consumption and, due to their imitative style, they are an audience of special interest in advertising
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strategies because of the inuence they have in the home, and due to their relationship with parents as well (Salgado Carrión,
2006; Bringué, 2001; McNeal, 1992). As a result of the autonomy oered by browsing, together with the ability to choose content,
Internet users seem to take an active role in the advertising experiences to which they are exposed, a scenario that has provided
an opportunity for the application of marketing strategies. For minors, advertising is eminently digital (Hudders et al., 2019), and
social networks are perceived as one of the most relevant media supports for minors who seek entertainment and socialisation.
us, either because of their own identity or personal needs, or because of their role in household consumption, it is clear that
minors are usually the target of advertising strategies in the digital environment, as they are an audience characterised by having
less knowledge about advertising and persuasive content. As such, they are more likely to accept messages with little or no critical
analysis (Carlson and Grossbart, 1990; Hudders et al., 2021). is research analyses the eects of content shared by content
creators on children and adolescents as consumers.
e main objective of this research is to discover how children between 11 and 17 years of age perceive the role of inuencers
as brand ambassadors and commercial collaborators, as well as the impact that these recommendations have on their purchase
decisions. us, the following research question is posed:
RQ1- What impact does inuencer marketing have on the consumer preferences of adolescents?
2. Methodology
In order to answer the research question and respond to the objectives set out, an exploratory, qualitative study was undertaken
in which 12 focus groups were carried out, each of which was coordinated by two members of the research team (Gómez &
Jiménez, 1996). Given the situation resulting from the COVID-19 pandemic, data collection was conducted fully online. Platforms
familiar to minors were used (Zoom and Microsoft Teams), and at the beginning of the session, correct functioning of the audio
and video connection was veried in all cases. Moreover, the participants were informed that they were going to be recorded, and
that access to the resulting material would be exclusively restricted to the researchers involved in the project. e focus groups
lasted approximately 50 minutes and had a minimum participation of four minors per group. A total of 62 young people between
11 and 17 years of age in Spain participated from April to June of 2021.
e sample was selected with the assistance of the participants’ schools as a way of contacting parents and ensuring their
voluntary collaboration, and for the purpose of obtaining authorisation for their participation through the signing of a consent
form approved by the Ethics Committee of the University, upon which the project depended. e students were concurrently
enrolled in eight private and state-subsidised schools, as well as nine public schools, which were located in such a way as to
represent the entire national territory (north, south, east, west, and the islands). Two inclusion criteria were established: the
academic year; and the socio-economic status of each school. Regarding the academic year, students were recruited from year
6 of primary school, secondary school, and sixth form. e socio-economic status of the institution was determined by two
variables: 1) Type: private, subsidised, or public; 2) and geographic location: this provided a preliminary indicator of the socio-
economic level of the households from which the minors proceeded. According to this segmentation criterion, a distinction was
made between schools that were high-level (income > €30,000), mid-level (€11,450-30,350), and lower-level (<€11,450) (
Instituto
Nacional de Estadística, INE
) [National Statistics Institute] 2018). We also sought to maintain the ratio between females and
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males, resulting in a total of 37 girls and 25 boys (see Table 1). A total of 62 minors from 17 dierent private, state-subsidised,
and public schools in Spain participated, representing the majority of the national territory (Galicia, Asturias, Catalonia, Madrid,
Canary Islands, La Rioja, Basque Country, the Region of Valencia, and Andalusia); the composition of each focus group averaged
between four and seven participants, with the exception of one focus group in which three children participated.
Table 1. Number of participants, school year, and socio-economic level
YearSECFemaleMaleTotal
Primary School Year 6
High-level
123
Mid-level426
Lower-level347
Secondary School Years 1, 2 and 3
High-level415
Mid-level
224
Lower-level404
Secondary School Year 4
High-level527
Mid-level156
Lower-level145
Sixth form, years 1 and 2
High-level415
Mid-level426
Lower-level404
Total 3725
62
Source: created by the authors
3. Results
3.1. General associations made by the minors regarding the inuencers
Of the main ndings, one stands out: for the minors interviewed, commercial collaboration with brands is one of the requirements
for giving the name of “inuencer” to a content creator or prole on social networks. e interviewees dierentiated between two
types of inuencers to whom they attributed a divergent advertising impact: on the one hand are those who owe their popularity
to social networks; on the other hand are the professionals with a presence on social networks, such as athletes, singers, actors,
and the like.
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e minors are aware that inuencers generally exaggerate and show “an enhanced reality”, which is something that has an
impact on the content published about brands as well. However, while they give the former type of inuencer a moderate level of
credibility, they believe that the latter provide a more genuine recommendation, as they promote products and services related
to their professional experience. Inuencers who are perceived as experts, and who share authentic and intimate content, have a
tendency to exert a stronger impact on their followers’ decisions, and their audience grows as a result. For this reason, it is critical
for the inuencer to have a certain connection with the brand they advertise or recommend to their followers, either because they
use it, or because of their lifestyle. One of the interviewees comments as follows:
“If a person is an expert in a certain eld, and they recommend something for you, it’s like when you go to a physical therapist,
and he or she recommends an ointment, and obviously you use it. Just imagine you play tennis. If a tennis player tells you, ‘Buy
this racket because it’s the best’... In that case, you might do it. But if the person is an inuencer, which is what we’re talking about,
meaning a person who makes a living from social networks and has to do that kind of advertising, well, then I would say no”. (Girl,
FG7, Secondary School Year 1, mid-level SEC).
e minors frequently cited the professional solvency of inuencers as a criterion of trustworthiness, to which they gave the same
value as their peers:
“Milly Bobby Brown. I don’t know if you know her, but she’s an actress who plays Once in
Stranger ings
. She’s not an inuencer,
but she’s fairly close to being one, because she has her social networks there and so on. So what happened? She started a make-up
product line, and when she created it, my friend was convinced it was good, so she bought the entire line”. (Girl, FG2, Secondary
School Year 1, high-level SEC).
In addition to describing the prole of content creators, the interviewees linked certain issues to the inuencer marketing
industry. Meanwhile, teenagers perceive that the industries that collaborate most often with inuencers are those related to
fashion, make-up, food, and technology (apps, electronic devices, etc.). ese are the markets in which minors take on the role of
primary buyers and consumers, and for which brands, especially make-up brands, have created specic product lines that appeal
to the small outlays that teenagers can aord, often compulsively. “I did, I bought make-up. I saw a video talking very well about
it, so I said, “Yea, let’s go for it”, and I bought it. It was cheap, and we got a lot out of it” (Girl, FG12, Sixth Form, mid-level SEC).
Inuencers are seen as a preferred source of information, because far from exploring alternatives on other channels or further
references, the interviewees admitted that when they are in doubt about a Tiktoker’s recommendation, they consult another
inuencer on the same platform to help them make a purchase decision: “Of course, it depends on the inuencer. For example,
what I mean is that if Monica Moral, or Monismurf, as you probably know her, promotes a product, I buy it. But in the case of
Kuno, well, I have to see three more Tiktokers pushing it before I buy it” (Girl, FG10, Secondary School Year 1, lower SEC). It is
noteworthy that even when minors have doubts about an inuencer, they do not seek other sources of information, but instead
look for other content creators on which to base their purchase decisions. e researchers have also observed that among minors
from high-level socio-economic backgrounds, an endorsement by an inuencer appears to be sucient reason for the purchase
of a specic product. On the other hand, despite the fact that an inuencer’s recommendation arouses the same desire to purchase
an endorsed product, those from the lower socio-economic strata were prompted to look for a similar but more aordable option:
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“It’s true that in some cases items are very expensive, because of what they sponsor, or whatever, so in the end I look for an alternative.
But the idea is there. In a way, it’s like I get inspired” (Girl, FG9, Sixth Form, lower SEC).
In both cases, the content creator’s participation in promoting a product has an inuence on creating a preference within the
minor, although it has a dierent eect depending on the user’s purchasing power.
3.2. Credibility given to inuencers’ promotional content
In eect, the parasocial relationship between minors and inuencers has a direct impact on the level of credibility given to a
commercial advertisement, especially among children, who also demand a higher level of interaction with their idols. “It’s cool
when they answer you, especially if you’ve been following them for a long time, and even if you’ve been following them for a
short time. Even still, it’s good when they respond to you, because if you follow them, it’s because you like what they do” (Girl,
FG7, Secondary School Year 1, mid-level SEC). e age of the minor has a direct eect on how inuencers are perceived as brand
ambassadors: as the age of the interviewee increases, the inuencer stops being a trigger, and they simply become an additional
support for a purchase decision, similar to that oered by friends. e enthusiasm for interacting with inuencers is lower among
the older age groups, where the excitement of engagement becomes less important: “Usually, they don’t answer, because they
have so many followers.... Well, sometimes a person who is not very famous, yes. But usually, no, they don’t answer” (Girl, FG5,
Secondary School Year 2), high-level SEC).
With regard to the reliability of the recommendations shared, the link established between minors and inuencers was a
determining factor for both females and males, who identied publications where collaboration was carried out only for money.
e minors stated that they always trust the endorsements of those with whom they are familiar: “It’s an inuencer you can trust,
and you know that the person will recommend what’s good for you, so the answer is yes, but only if they do it, because many times
you notice that they just do it for the money” (Girl, FG8, Primary School Year 6, mid-level SEC.
Inuencers have enough qualities to satisfy the consumption needs of minors, as their image is recognised as an agent that
enhances any type of product: “I’ve seen one who was promoting shampoos and shower gel. Yea, like that, I mean simple things
like that, and of course, what makes the biggest impact is seeing the inuencer there in-person. It’s like you just feel more attracted
to it” (Boy, FG4, Secondary School Year 2, mid-level SEC).
Furthermore, the minors outlined characteristics considered essential for maintaining both interest as well as a welcoming
attitude toward the promotions made by inuencers, where the familiarity they perceive plays a decisive role for the youngest,
who stated that they always trust those who inspire condence in them: “You can trust the inuencer, and you know that the
person is going to suggest what’s good for you, so yes, assuming they actually do it, because many times you see that they do it
only to make money” (Girl, FG8, Primary School Year 6, mid-level SEC). It is important to note that the minors did not generally
question the persuasive intentions of a particular inuencer’s recommendations if they had placed their trust in that person, or
if they had perceived a thematic anity of the inuencer with the promoted brand, as emphasised in the paragraph that follows
further along.
Moreover, another criterion used by the minors to determine the credibility of promotions was this perceived anity between
them and the content creators. One of the participants comments as follows:
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“If the inuencer has the same tastes as us, then yes, we trust them” (Boy, FG1, Primary School Year 6, high-level SEC).
e anity of the promoted product and the inuencer’s background are other relevant factors used to qualify the credibility of
a commercial collaboration between brand and creator:
“at’s a lot more interesting, because it’s the players themselves who are experts on the subject. So let’s say I would trust more in
what they say, because that person already knows what’s good and what’s not. So, I guess I’d be a bit more critical about saying if I
would promote it or not, or saying that this product deserves to be promoted or not” (FG4, boy, Secondary School Year 2, mid-level
SEC).
e importance of nding an association between the products being promoted and the inuencer is highlighted as follows:
“Let’s say I see Ibai promoting, I don’t know, sunglasses, for example. In that case, I wouldn’t trust him at all, because I think we all
know that behind those collaborations are products that are not very closely related to his eld (FG4, boy, Secondary School Year 2,
mid-level SEC).
A wide variety of products advertised by an inuencer also has negative connotations for minors, whereas maintaining a
consistent narrative, which links the inuencer to the brand, is seen as trustworthy:
“It’s like I don’t feel they have credibility, because suddenly they promote one thing, then another... it’s like that... But then if you see
another person who always shows something they have a connection with, who is serious, for example, and if you see that they’ve
been using this cream, and then you see that they’re advertising it, well, that’s ne (FG6, girl, Sixth Form, high-level SEC).
Despite the fact that the minors associated certain factors with credibility, they gave a positive rating to commercial content that
was entertaining, and to which they could relate:
“ere’s a girl who sponsors clothes... I like clothes.... So I follow her because I like to see how she dresses, and the fact that there are
new things. I also like the style and what she does, even if she has a fake life and all that (Girl, FG2, Secondary School Year 1, high-
level SEC).
In general, recognising the persuasive intention or authenticity of the content is less important for minors, as long as it is relevant
to their interests and serves the purpose of entertaining them. Following are the main attributes that minors associate with
inuencers and the conditions of credibility regarding their promotions (see Figure 1).
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Figure 1. Main characteristics associated with inuencers as purchase motivators
For the minors, inuencers...
Exaggerate their experience with the products they promote.
Collaborate with brands (especially those related to fashion, make-up, food, and
technology).
Oer sucient reasons to purchase a product, mainly among the higher socio-
economic level; those in the lower strata accept the recommendation and look for a
similar option that is more aordable.
Are purchase triggers, especially among younger respondents; for older
respondents, they are an additional source of recommendation, similar to that of
friends and close acquaintances.
Must not only entertain, but they also have to “sell things”.
e level of credibility given to their
promotions depends on...
e type of inuencer: those who are experts in a eld share recommendations that
seem to be more genuine compared to those who do not have a background outside
of social networks.
Similarities between the inuencer’s lifestyle with the advertised product.
e interaction they have with their audience, especially with older teenagers.
Source: created by the authors
4. Discussion and conclusions
e research conducted herein reveals that the adolescents interviewed do not have a negative perception of commercial
communications in general, and of inuencer marketing in particular. ey are receptive to these promotions as long as they
perceive that such content provides them with something of value, either tangible, such as discounts, promotions, etc., or
intangible, such as entertainment, useful information, and so on. us, unlike previous research, which concluded that young
people reject digital advertising (Martí-Parreño et al., 2013; Martí-Pellón & Saunders, 2015; Martínez, 2019; Martínez et al., 2013),
the study herein has found that commercial messages promoted by inuencers do not generate the same level of mistrust among
the adolescents in our sample. Moreover, it is important to note that the minors interviewed consider collaboration with brands
to be part of the “work” of an inuencer, which is why they assume and consider the intentional presence of products in the
publications of these opinion leaders to be perfectly normal.
However, the level of credibility that minors give to these types of promotional messages depends on the bond that the follower
feels with the inuencer, as well as the anity of the latter with the advertised product. erefore, it can be observed that one of
the factors that minors value most in inuencer marketing is the consistency of the advertised content with the creative style of
the inuencer, or in other words, they believe it should be a natural part of the content creator’s narrative. Based on comments
made by the minors, it is necessary to clarify that their receptiveness as consumers depends on the prole of the inuencer, as
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The role that inuencers play in consumption decisions made by Spanish minors
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
they consider that celebrities with recognised professions (singers, actors, sportsmen, etc.) tend to promote products from their
position as experts, which gives them more credibility. On the other hand, those who are social media “natives” are viewed as
providing their image to any brand that will fund them, which makes adolescents more sceptical of their recommendations, and
reinforces the value of consistency and honesty when the celebrity has a link to the products and brands.
us, it is becoming increasingly essential for the advertising market to procure relations and compatibility between the values
of the brand and the inuencer, as these have a direct impact on the trust placed in the advertiser and inuencer in prompting
a purchase decision. One must also bear in mind that the minors interviewed believe that the make-up industry is one of the
sectors that collaborates most intensely with inuencers, where the participants tend to make small purchases. Minors are willing
to experiment, yet they penalise inconsistency and, if the expectations generated are not met, there is no possibility of getting
them back a second time.
Indeed, inuencer marketing is perceived as a phenomenon that is closely associated with minors, as they presume to have
considerable knowledge about it and are familiar with its promotional resources. Statements made by the participants highlight
their awareness that these celebrities tend to show the
nice
side of life, and “to sell things”, which means that their criteria when
following an inuencer does not depend directly on the level of credibility that their testimony arouses, but rather on their ability
to entertain and oer content that captures the followers’ attention and, at the same time, their intention to buy. erefore,
entertainment is a key element used by inuencers to attract an audience, as long as the commercial messages are seamlessly
integrated into their creative content.
Another important aspect is the age of the adolescent, which becomes a key factor in determining the impact of inuencer
marketing on their purchase decisions. It was found that younger respondents (12-14 years) look for a relationship with inuencers
that involves more intense engagement, or in other words, they expect these celebrities to interact and react to their comments
on social networks. is level of interaction, more frequent among micro-inuencers, can be a key factor in triggering purchase
decisions by this age group. It has also been revealed that for this age group, inuencers tend to be a stimulus for consumption.
However, for the older age group (15-17 years), they are simply another source of information, similar to that oered by one’s
peers. Consequently, this situation opens up a new line of research that could explore the impact of interaction with inuencers
on the audience’s purchase decisions, especially among the younger audience, which is sensitive to this type of input.
In conclusion, the potential of inuencer marketing among young consumers is striking. is mode of advertising is present in
their digital routines, and they accept it with pleasure as long as they feel that the recommendations are genuine and add value
to their lives, either directly by way of discounts and promotions, or indirectly through entertaining content. is appraisal by
minors of what is genuine invites us to reect on the level of awareness and critical competence developed by minors when facing
this type of persuasive content, a discussion that could be addressed in further research through other methodologies that oer
a qualitative approach, such as ethnography, or by applying projective techniques that would allow for a situational assessment
(Hudders et al., 2017) with regard to the level of advertising literacy of minors in the face of inuencer marketing.
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Luisa Zozaya-Durazo, Beatriz Feijoo Fernández and Charo Sádaba Chalezquer
ISSN: 1696-019X / e-ISSN: 2386-3978
411
5. Acknowledgements
is article was translated by Charles Edmond Arthur
is project is part of the Research Plan, funded by the International University of La Rioja (
UNIR
), Biennium 2020-2022. It is also
part of the PhD programme of one of the authors of this study, who holds a CONACYT-Mexico scholarship.
6. Specic contributions made by each author
Name and Surename
Conception and work designLuisa Zozaya-Durazo; Beatriz Feijoo-Fernández, and Charo Sádaba
Methodology
Luisa Zozaya-Durazo; Beatriz Feijoo-Fernández, and Charo Sádaba
Data collection and analysisLuisa Zozaya-Durazo
Discussion and conclusionsLuisa Zozaya-Durazo; Beatriz Feijoo-Fernández, and Charo Sádaba
Drafting, formatting, review, and version approvalLuisa Zozaya-Durazo; Beatriz Feijoo-Fernández, and Charo Sádaba
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