Del feed a la pantalla: Influencers y narrativas transmedia en la serie Pombo
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Publicado
10-07-2025
Catalina Leal-Leal
Tomás Zapata
Nataly Guiñez-Cabrera
https://orcid.org/0000-0002-6109-8457
Resumen
El artículo investiga la convergencia entre redes sociales y televisión mediante el análisis del impacto de la serie documental "Pombo", protagonizada por la influencer María Pombo. A través de un estudio cualitativo de publicaciones en Instagram de la influencer y de la plataforma de streaming, se comparan variables como el engagement y el sentimiento expresado en los comentarios. Los resultados muestran que la comunicación personalizada de la influencer genera mayor interacción y respuesta positiva, evidenciando que la integración de estrategias transmedia fortalece la fidelidad de la audiencia y amplía la presencia digital a medios tradicionales.
Cómo citar
Leal-Leal, C., Zapata, T., & Guiñez-Cabrera, N. (2025). Del feed a la pantalla: Influencers y narrativas transmedia en la serie Pombo. ZER. Revista De Estudios De Comunicación, 30(58). https://doi.org/10.1387/zer.27392 (Original work published 27 de junio de 2025)
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Keywords
Influencers, Narrativa transmedia, Autenticidad, Engagement, Convergencia digital y televisiva, Marketing digital
References
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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
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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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