Los influencers que más enganchan en Instagram. El efecto de su experiencia, su liderazgo estético y de opinión en el comportamiento de sus seguidores
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Publicado
31-05-2023
Carmen Pérez-Cabañero
Ivan Veas-González
Carolina Navarro-Cisternas
Hugo Zuleta-Cortés
Camila Urizar-Urizar
https://orcid.org/0000-0002-6198-3990
Ivan Veas-González
Carolina Navarro-Cisternas
Hugo Zuleta-Cortés
Camila Urizar-Urizar
Resumen
Este estudio tiene como objetivo explicar el impacto de los influencers de Instagram en las intenciones de comportamiento de sus seguidores (es decir, intenciones de interactuar con ellos y recomendarlos, y también de comprar los productos sobre los que publican). El estudio se centra en la experiencia de los influencers y su papel como líderes de opinión y de estética. Con base en la teoría del liderazgo de opinión, se realizó una encuesta a 210 usuarios de Instagram. Los principales hallazgos revelan que la originalidad, la singularidad y la calidad de las publicaciones impactan en el liderazgo de opinión de los influencers, lo que a su vez impacta en las intenciones de comportamiento de sus seguidores. La experiencia de los influencers impacta en la intención de recomendarlos y comprar los productos sobre los que publican o promocionan, mientras que el liderazgo estético de los influencers solo influye en la intención de interactuar con ellos. Pocos artículos analizan los efectos directos de la experiencia y el liderazgo de opinión y estético de los influencers sobre las intenciones de comportamiento de los seguidores. Consecuentemente, a la hora de diseñar una campaña de marketing en redes sociales, la selección de los influencers debe hacerse de acuerdo con aquellos rasgos que estimulan comportamientos específicos, como fomentar la interacción con los propios influencers, aumentar la comunicación boca-oreja en Internet o persuadir para la compra. En caso de promocionar productos, se recomienda seleccionar influencers con experiencia reconocida, ya que impactarán en la intención de compra de los productos promocionados. Los influencers percibidos como líderes de opinión tienen una influencia general en las intenciones de comportamiento de sus seguidores.
Cómo citar
Pérez-Cabañero, C., Veas-González, I., Navarro-Cisternas, C., Zuleta-Cortés, H., & Urizar-Urizar, C. (2023). Los influencers que más enganchan en Instagram. El efecto de su experiencia, su liderazgo estético y de opinión en el comportamiento de sus seguidores. Cuadernos De Gestión, 23(2), 7–20. https://doi.org/10.5295/cdg.221863cp
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Keywords
Redes Sociales, Influencers, Experiencia, Lider de Opinión, Líder en Estética, Comportamiento
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Borges-Tiago, M. T., Santiago, J., & Tiago, F. (2023). Mega or macro social media influencers: Who endorses brands better?. Journal of Business Research, 157, 113606. https://doi.org/10.1016/j.jbusres.2022.113606
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063. https://doi.org/10.1108/OIR-09-2016-0253
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Cheng, Y., Hung-Baesecke, C. J. F., y Chen, Y. R. R. (2021). Social Media Influencer Effects on CSR Communication: The Role of Influencer Leadership in Opinion and Taste. International Journal of Business Communication, 1-24. https://doi.org/10.1177/23294884211035112
Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. MIS Quarterly, vii-xvi. https://www.jstor.org/stable/249674
Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research, 158, 113708. https://doi.org/10.1016/j.jbusres.2023.113708
Da Silva, D., & Ringle, C. (2014). Structural Equation Modeling with the Smartpls. Brazilian Journal of Marketing, 13(2).
Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203-213. https://doi.org/10.1108/07363760010328987
Djafarova, E., & 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
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Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149. https://doi.org/ 10.1080/15252019.2017.1366885
Fakhreddin, F., & Foroudi, P. (2021). Instagram influencers: the role of opinion leadership in consumers’ purchase behavior. Journal of Promotion Management, 1-31. https://doi.org/ 10.1080/10496491.2021.2015515
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press.
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/10.1016/j.jretconser.2020.102371
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