Publication: Presencia de influencers en campañas publicitarias digitales. Estudio de su capacidad persuasiva y efectividad en jóvenes
Loading...
Files
Official URL
Full text at PDC
Publication Date
2021-06-07
Authors
Advisors (or tutors)
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Complutense de Madrid
Citations
Exportar
Abstract
En los últimos años el límite entre entretenimiento, información y comunicación persuasiva se ha ido desdibujando para adaptarse a una nueva forma de publicidad digital. En este contexto, surgen los influencers. Estos nuevos actores comparten ciertas cualidades con los líderes de opinión tradicionales, generando una cercanía y credibilidad mayores que un medio de comunicación tradicional. Al mismo tiempo, poseen características propias de los celebrities, ya que son modelos de referencia y son capaces de asociar valores intangibles al producto para atraer a los consumidores. La práctica profesional considera que este nuevo tipo de publicidad es más eficaz que otros formatos o emisores publicitarios (IAB y Elogia, 2019). En el ámbito académico, también existen investigaciones que avalan su eficacia (Brison et al., 2016; Casaló et al., 2018; Djafarova y Rushworth, 2017; Tur Viñes et al., 2018). Sin embargo, los estudios científicos realizados hasta la fecha tratan esta publicidad como un fenómeno homogéneo, sin analizar si las diferencias de formatos o tipos de contenidos difundidos por el influencer influyen en esa efectividad. Este trabajo parte de la hipótesis de que la publicidad de influencers es un fenómeno complejo que no produce un efecto único y uniforme, sino que los diferentes formatos o elementos del mensaje de los influencers pueden producir efectos muy dispares en el consumidor, generando por lo tanto diferentes grados de eficacia publicitaria. Por lo tanto, el objetivo general de esta tesis doctoral es averiguar qué tipo de efectos producen en el consumidor los diferentes tipos de contenidos, formatos o grados de identificación publicitaria en este tipo de publicidad. Para analizar en más detalle este objetivo, se han planteado seis objetivos más concretos, con diferentes hipótesis para validar los hallazgos al final del estudio.
Además de un estudio exhaustivo sobre su clasificación, tipos de contenidos y efectos en los consumidores de la publicidad de influencers, debido a la novedad del tema, ha sido necesario acudir a otros campos afines para analizar más en profundidad este fenómeno. Por lo tanto, la parte teórica analizará también cuatro grandes áreas: las redes sociales (espacio en donde se genera esta comunicación), la publicidad digital, la publicidad encubierta y los emisores con influencia social (los líderes de opinión o la prescripción de celebrities)...
In recent years, the boundary between entertainment, information and persuasive communication has been blurred to accommodate a new form of digital advertising. In this context, influencers emerge as new opinion leaders. These new actors share certain qualities with traditional opinion leaders, generating a greater credibility than a traditional media. At the same time, they have characteristics that are typical of celebrities, as they are reference models and are capable of associating intangible values with the product to attract consumers. Advertising professionals consider this new type of advertising to be more effective than other formats (IAB and Elogia, 2019). In the academic field, there is also research that supports its effectiveness (Brison et al., 2016; Casaló et al., 2018; Djafarova and Rushworth, 2017; Tur Viñes et al., 2018). However, scientific studies consider influencers´ advertising as a homogeneous phenomenon, without analysing whether differences in formats or types of content increase or decrease that effectiveness. This work starts from the hypothesis that influencer advertising is a complex phenomenon that does not produce a single, uniform effect. This work accounts that the different formats or elements of the influencer's message can produce very different effects on the consumer, thus generating different degrees of advertising effectiveness. Therefore, the general objective of this thesis is to find out if different levels of advertising disclosure or types of influencers´ content produce different effects in the consumer. In order to analyse this objective in more detail, six more specific objectives have been proposed, with different hypotheses to validate the findings at the end of the study. We have carried out an exhaustive analysis of influencers´ classification, types of content and effects on consumers. However, due to the novelty of the subject, it has been necessary to take into consideration other related fields to analyse this phenomenon in greater depth. Therefore, the theoretical part will also analyse four large topics: social networks (space where this communication is generated), digital advertising, covert advertising, and social influential leaders (opinion leaders or celebrities)...
In recent years, the boundary between entertainment, information and persuasive communication has been blurred to accommodate a new form of digital advertising. In this context, influencers emerge as new opinion leaders. These new actors share certain qualities with traditional opinion leaders, generating a greater credibility than a traditional media. At the same time, they have characteristics that are typical of celebrities, as they are reference models and are capable of associating intangible values with the product to attract consumers. Advertising professionals consider this new type of advertising to be more effective than other formats (IAB and Elogia, 2019). In the academic field, there is also research that supports its effectiveness (Brison et al., 2016; Casaló et al., 2018; Djafarova and Rushworth, 2017; Tur Viñes et al., 2018). However, scientific studies consider influencers´ advertising as a homogeneous phenomenon, without analysing whether differences in formats or types of content increase or decrease that effectiveness. This work starts from the hypothesis that influencer advertising is a complex phenomenon that does not produce a single, uniform effect. This work accounts that the different formats or elements of the influencer's message can produce very different effects on the consumer, thus generating different degrees of advertising effectiveness. Therefore, the general objective of this thesis is to find out if different levels of advertising disclosure or types of influencers´ content produce different effects in the consumer. In order to analyse this objective in more detail, six more specific objectives have been proposed, with different hypotheses to validate the findings at the end of the study. We have carried out an exhaustive analysis of influencers´ classification, types of content and effects on consumers. However, due to the novelty of the subject, it has been necessary to take into consideration other related fields to analyse this phenomenon in greater depth. Therefore, the theoretical part will also analyse four large topics: social networks (space where this communication is generated), digital advertising, covert advertising, and social influential leaders (opinion leaders or celebrities)...
Description
Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 27/01/2021