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Influencer Marketing: Impulsores de la interacción para-social y del flow

Author

Listed:
  • Coloma Álvarez Santamaría
  • Consuelo Riaño Gil
  • Agustín V. Ruiz Vega
  • Arkaitz Bañuelos Campo

Abstract

El papel que juegan los influencers en la recomendación de productos y marcas ha motivado un esfuerzo por conocer qué hace que un influencer persuada a su audiencia. Concretamente se analizan tres antecedentes de la interacción para-social y del flow en redes sociales, así como la influencia de ambos en las intenciones de compra y recomendación. Se concluye que la homofilia y el atractivo físico y social del influencer tiene un impacto significativo en la interacción para-social. Sin embargo, únicamente el atractivo físico influye en el flow. Además, ambos tienen un impacto significativo en las intenciones de compra y recomendación.

Suggested Citation

  • Coloma Álvarez Santamaría & Consuelo Riaño Gil & Agustín V. Ruiz Vega & Arkaitz Bañuelos Campo, 2023. "Influencer Marketing: Impulsores de la interacción para-social y del flow," DOCFRADIS Working Papers 2305, Catedra Fundación Ramón Areces de Distribución Comercial, revised May 2023.
    • Handle: RePEc:ovr:docfra:2305
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    More about this item

    Keywords

    Influencers; interacción para-social; flow; redes sociales; comercio social;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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