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Análisis del uso de influencers en mercadeo

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  • Pulido Sánchez, Leidy Stefania

    (Institución Universitaria Politécnico Grancolombiano)

  • Ortegón Cortázar, Leonardo

    (Institución Universitaria Politécnico Grancolombiano)

Abstract

[ES]Introducción: La popularidad de los influencers ha llevado a su uso por parte de marcas y empresas para maximizar su presencia y alcance, sin embargo, existe un escaso conocimiento de su estado y tendencias de investigación. Objetivo: Analizar las temáticas y áreas de investigación científica aplicadas al uso de influencers en mercadeo, proporcionando un panorama de literatura actual y futura. Metodología: Se realizado un análisis bibliométrico a través del uso de la base de datos Scopus y el software VOSviewer, aplicado a 1.067 documentos publicados desde el año 2000 hasta el 2023. Resultados: Los hallazgos se distribuyen en cinco corrientes de investigación emergentes: Construcción de marca, influencia estratégica, comunicación estratégica, comunicación persuasiva, y la transparencia ética del marketing de influencers. Conclusiones: Existe un cuerpo de conocimiento fragmentado sobre el uso de influencers en mercadeo basados en comunicación y gestión de marcas. [EN]Introduction: The popularity of influencers has led to their use by brands and companies to maximise their presence and reach, however, there is little knowledge of their status and research trends. Objective: To analyse the topics and areas of scientific research applied to the use of influencers in marketing, providing an overview of current and future literature. Methodology: A bibliometric analysis was carried out using the Scopus database and VOSviewer software, applied to 1,067 documents published from 2000 to 2023. Results: The findings are distributed into five emerging research streams: Brand building, strategic influence, strategic communication, persuasive communication, and the ethical transparency of influencer marketing. Conclusions: There is a fragmented body of knowledge on the use of influencers in communication-based marketing and brand management.

Suggested Citation

  • Pulido Sánchez, Leidy Stefania & Ortegón Cortázar, Leonardo, 2023. "Análisis del uso de influencers en mercadeo," Revista Estrategia Organizacional, Universidad Nacional Abierta y a Distancia, vol. 12(2), pages 7-27, October.
    • Handle: RePEc:col:000577:020926
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    References listed on IDEAS

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