From feed to screen: Influencers and transmedia narratives in the Pombo series
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Published
10-07-2025
Catalina Leal-Leal
Tomás Zapata
Nataly Guiñez-Cabrera
https://orcid.org/0000-0002-6109-8457
Abstract
This article investigates the convergence between social media and television by analyzing the impact of the documentary series "Pombo," starring influencer María Pombo. Through a qualitative study of Instagram posts from the influencer and the streaming platform, variables such as engagement and sentiment expressed in comments are compared. The results show that the influencer's personalized communication generates greater interaction and positive responses, demonstrating that the integration of transmedia strategies strengthens audience loyalty and expands digital presence to traditional media.
How to Cite
Leal-Leal, C., Zapata, T., & Guiñez-Cabrera, N. (2025). From feed to screen: Influencers and transmedia narratives in the Pombo series. ZER - Journal of Communication Studies, 30(58). https://doi.org/10.1387/zer.27392 (Original work published June 27, 2025)
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Keywords
Influencers, Transmedia storytelling, Authenticity, Engagement, Digital and television convergence, Digital marketing
References
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Scolari, C. A. (2013). Transmedia storytelling: Implicit consumers, narrative worlds, and branding in contemporary media production. International Journal of Communication, 7, 586-606.
Spörl-Wang, K., Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness: A comprehensive literature review and meta-analysis. Journal of Business Research, 186, 114991. https://doi.org/10.1016/j.jbusres.2024.114991
Wang, P., & Huang, Q. (2022). Digital influencers, social power and consumer engagement in social commerce. Internet Research, 32(4), 1163–1188. https://doi.org/10.1108/INTR-08-2020-0467
Wies, S., Bleier, A., & Edeling, A. (2023). Finding Goldilocks influencers: How follower count drives social media engagement. Journal of Marketing, 87(3), 383-405.
https://doi.org/10.1177/00222429221125131
Zozaya-Durazo, L., & Yáñez-Galdames, M. J. (2024). Verse bien > sentirse bien. Impacto de las colaboraciones entre marcas e influencers sobre el culto al cuerpo para adolescentes. ZER: Revista De Estudios De Comunicación = Komunikazio Ikasketen Aldizkaria, 29(57), 171-187. https://doi.org/10.1387/zer.26926
Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
Baños Aguilera, A. (2025). Análisis de presencia publicitaria en perfiles de influencers españolas de moda, belleza y estilo de vida en Instagram y TikTok (Tesis de maestría). Recuperado de http://hdl.handle.net/10609/152056
Bastrygina, T., & Lim, W. M. (2023). Foundations of consumer engagement with social media influencers. International Journal of Web
Based Communities, 19(2/3), 222-242. https://doi.org/10.1504/IJWBC.2023.131410
Castelló Martínez, A., & Del Pino Romero, C. (2015). La comunicación publicitaria con influencers. Redmarka: Revista Digital de Marketing Aplicado, 1(14), 21-50. https://doi.org/10.17979/redma.2015.01.014.4880
Chen, L., Yan, Y., & Smith, A. N. (2023). What drives digital engagement with sponsored videos? Journal of the Academy of Marketing Science,51(1), 198-221. http://dx.doi.org/10.1007/s11747-022-00887-2
Choi, Y., Wu, Q., & Lee, J. (2025). Can you tolerate influencer marketing? An empirical investigation of live streaming viewership reduction related to influencer marketing. Journal of Business Research, 188, 115094. https://doi.org/10.1016/j.jbusres.2024.115094
Creswell, J. W., & Plano Clark, V. L. (2018). Diseño y conducción de investigación con métodos mixtos (3rd ed.). Thousand Oaks, CA: SAGE.
de Brito Silva, M. J., Farias, S. A. de, Grigg, M. K., & Barbosa, M. de L. de A. (2019). Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133-163. https://doi.org/10.1080/15332667.2019.1664872
De Veirman, M., Cauberghe, V., & Hudders, L. (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
Delbaere, M., Michael, B., & Phillips, B. J. (2020). Social media influencers: A route to brand engagement for their followers. Psychology & Marketing, 37(5), 674–688. https://doi.org/10.1002/mar.21419
Delgado, M. (2007). Hordas espectadoras. Fans, hooligans y otras formas de audiencia en turba. En I. Duarte & R. Bernat (Eds.), Querido Público. El espectador ante la participación: jugadores, usuarios, prosumers y fans (pp. 103-109). Centro Párraga/CENDEAC.
Evans, E. (2011). Transmedia television: Audiences, new media, and daily life. Routledge.
Gaden, G., & Dumitrica, D. (2015). The «real deal»: Strategic authenticity, performance and life-style blogging. First Monday, 20(1). https://doi.org/10.5210/fm.v20i1.4985
Hollebeek, L. D., & Chen, T. (2014). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 22(7), 555-573. https://doi.org/10.1080/0965254X.2013.806282
Jenkins, H. (2006). Convergence culture: Where old and new media collide. NYU Press.
Jerslev, A. (2016). Media times | In the time of the microcelebrity: Celebrification and the YouTuber Zoella. International Journal of Communication, 10, 5233-5251.
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, «micro-celebrity» and the rise of Social Media Influencers.
Celebrity Studies, 8(2), 191-208. http://dx.doi.org/10.1080/19392397.2016.1218292
Leung, F., Gu, F., Li, Y., Zhang, J., & Palmatier, R. (2022). Influencer marketing effectiveness. Journal of Marketing,
86(6), 93-115. https://doi.org/10.1177/00222429221102889
Ouvrein, G., Pabian, S., Giles, D., Hudders, L., & De Backer, C. (2021). The web of influencers: A marketingaudience classification of (potential) social media influencers. Journal of Marketing Management, 37(13-14), 1182-1204. https://doi.org/10.1080/0267257X.2021.1912142
Pan, M., Blut, M., Ghiassaleh, A., y Lee, ZW (2025). Eficacia del marketing de influencia: una revisión metaanalítica. Journal of the Academy of Marketing Science, 53(1), 52-78. https://doi.org/10.1007/s11747-024-01052-7
Scolari, C. A. (2013). Transmedia storytelling: Implicit consumers, narrative worlds, and branding in contemporary media production. International Journal of Communication, 7, 586-606.
Spörl-Wang, K., Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness: A comprehensive literature review and meta-analysis. Journal of Business Research, 186, 114991. https://doi.org/10.1016/j.jbusres.2024.114991
Wang, P., & Huang, Q. (2022). Digital influencers, social power and consumer engagement in social commerce. Internet Research, 32(4), 1163–1188. https://doi.org/10.1108/INTR-08-2020-0467
Wies, S., Bleier, A., & Edeling, A. (2023). Finding Goldilocks influencers: How follower count drives social media engagement. Journal of Marketing, 87(3), 383-405.
https://doi.org/10.1177/00222429221125131
Zozaya-Durazo, L., & Yáñez-Galdames, M. J. (2024). Verse bien > sentirse bien. Impacto de las colaboraciones entre marcas e influencers sobre el culto al cuerpo para adolescentes. ZER: Revista De Estudios De Comunicación = Komunikazio Ikasketen Aldizkaria, 29(57), 171-187. https://doi.org/10.1387/zer.26926
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