La investigación científica sobre el uso de influencers en la gestión de las marcas: estado de la cuestión
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Date
2024
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Abstract
Este artículo analiza las publicaciones científicas sobre los influencers en las redes sociales con objeto de explorar su relación en torno a las estrategias de branding. Para ello se lleva a cabo una revisión sistemática de estos conceptos a través de una búsqueda de artículos científicos que contempla las bases de datos Web of Science y Scopus. A partir de una muestra de un total de 74 publicaciones académicas revisadas por pares se advierte que las temáticas que relacionan las estrategias de influencers con el brand management son relativamente escasas. El incipiente crecimiento de los estudios científicos sobre el marketing de influencer unido al empleo de metodologías, en su mayoría de tipo exploratorio, en redes sociales, explican una tendencia centrada en el abordaje de estos perfiles desde una perspectiva mayoritariamente interesada en esclarecer cuestiones relacionadas con la ética, determinar las técnicas persuasivas empleadas por los influencers u observar su relación con los públicos desde una perspectiva social. Se aprecia la necesidad de continuar nutriendo una línea de investigación sólida que vincule el estudio de los influencers a las posibles implicaciones con respecto a las estrategias de marca.
This article analyzes scientific publications on influencers on social networks in order to explore their relationship with branding strategies. To do this, a systematic review of these concepts is carried out through a search of scientific articles that includes the Web of Science and Scopus databases. Based on a sample of a total of 74 peer-reviewed academic publications, it is noted that the topics that relate influencer strategies to brand management are relatively few. The incipient growth of scientific studies on influencer marketing together with the use of methodologies, mostly of an exploratory type, in social networks explain a trend focused on approaching these profiles from a perspective mostly interested in clarifying issues related to the ethics, determining the persuasive techniques used by influencers or observing their relationship with audiences from a social perspective. The need to continue nurturing a substantial line of research that links the study of influencers to the possible implications regarding brand strategies is appreciated.
This article analyzes scientific publications on influencers on social networks in order to explore their relationship with branding strategies. To do this, a systematic review of these concepts is carried out through a search of scientific articles that includes the Web of Science and Scopus databases. Based on a sample of a total of 74 peer-reviewed academic publications, it is noted that the topics that relate influencer strategies to brand management are relatively few. The incipient growth of scientific studies on influencer marketing together with the use of methodologies, mostly of an exploratory type, in social networks explain a trend focused on approaching these profiles from a perspective mostly interested in clarifying issues related to the ethics, determining the persuasive techniques used by influencers or observing their relationship with audiences from a social perspective. The need to continue nurturing a substantial line of research that links the study of influencers to the possible implications regarding brand strategies is appreciated.
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Keywords
Influencers, Brand management, Redes sociales, Marca, Prescriptores de marca, Estrategia, Brand prescribers, Social media, Strategy