El papel de los influencers en las decisiones de consumo de los menores españoles

Luisa Zozaya; Beatriz  Feijoo Fernández; Charo Sádaba Chalezquer

doi:10.31921/doxacom.n36a1685

Authors

Luisa Zozaya Universidad de Navarra https://orcid.org/0000-0002-3505-0687
Beatriz Feijoo Fernández International University of La Rioja, Spain https://orcid.org/0000-0001-5287-3813
Charo Sádaba Chalezquer University of Navarra, Spain https://orcid.org/0000-0003-2596-2794

DOI:

https://doi.org/10.31921/doxacom.n36a1685

Keywords:

Adolescents and influencers, consumption and influencers, parasocial relationship, credibility, social networks

Abstract

In a context of growing influencer marketing, it is important to question the role influencers play in the consumption decisions of minors. The special rapport that these content creators are able to create with 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 influencers 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 influencers and the commercial implications that this relation entails. The findings reveal that the link developed between the minor and the influencer has a direct impact on the level of credibility bestowed on commercial publications, which is directly dependent on the type of influencer; minors do not object to an influencers 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.

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Author Biographies

Beatriz Feijoo Fernández, International University of La Rioja, Spain

Beatriz Feijoo, Ph.D. She is Vice Dean for Research and Full Professor at the Faculty of Business and Communication at the International University of La Rioja (Spain). Her research focuses on communication and childhood, the use and consumption of screens in new generations and, more recently, on the relationship between minors and advertising through mobile devices. She ip of funded research projects (Fondecyt N ° 11170336-Chile; I + D + i-Spain Project ref. PID2020-116841RA-I00; PENSACRIGITAL-UNIR) on communication, new media, childhood and adolescence; DIGITAL FIT: Body and diet as sales arguments in social networks financed by Mapfre's Ignacio H. de Larramendi Research Grants.
Charo Sádaba Chalezquer, University of Navarra, Spain

Professor at the School of Communication of the University of Navarra where she teaches courses related to digital marketing and advertising. For the last 20 years one of her research interests has been the relationship between children, teens and young adults with digital technology. She has authored reports, books and articles about the subject and has been involved in several research projects.

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