Fragmented-brand consumerism on TikTok: The advertising impact on generation Alpha

Jose Antonio Cortés-Quesada; Arantxa  Vizcaíno-Verdú

doi:10.26441/RC24.1-2025-3659

Autores/as

Jose Antonio Cortés-Quesada Universidad Internacional de la Rioja https://orcid.org/0000-0002-9292-2437
Arantxa Vizcaíno-Verdú Universidad Internacional de la Rioja https://orcid.org/0000-0001-9399-2077

DOI:

https://doi.org/10.26441/RC24.1-2025-3659

Palabras clave:

Infancia, redes sociales, publicidad digital, economía de la atención, vídeos cortos, salud mental

Resumen

El vertiginoso ascenso y popularidad de TikTok introducen desafíos únicos para los jóvenes usuarios. Este estudio aplica un enfoque metodológico mixto para explorar el impacto de la publicidad sobre la generación Alfa por medio del análisis de 500 vídeos dirigidos a menores y la técnica del método Delphi con 12 psicólogos. El análisis de contenido cuantitativo descubre que los vídeos cortos y dinámicos de TikTok se adaptan a las preferencias de los infantes, con una segmentación de género significativa: los niños están más expuestos a contenido político y deportivo, mientras que las niñas encuentran más contenido sobre belleza y estilo de vida. Los expertos indican que el contenido fragmentado y dinámico de esta aplicación disminuye la capacidad de atención y fomenta comportamientos de compra adictivos entre el público más joven. Además, la naturaleza sutil de la publicidad impulsada por influencers dificulta la capacidad de los menores para identificar contenido promocional, lo que podría incrementar su consumismo y ansiedad. Estos hallazgos subrayan la urgente necesidad de activar una mayor supervisión parental, fomentar prácticas publicitarias éticas y garantizar medidas regulatorias transparentes para proteger el bienestar psicológico de la generación Alfa ante los efectos del consumismo fragmentado de marcas.

Métricas

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Biografía del autor/a

Jose Antonio Cortés-Quesada, Universidad Internacional de la Rioja

Profesor Ayudante Doctor y Coordinador Académico del Grado en Marketing. Posee una trayectoria profesional y académica centrada en la comunicación, publicidad y marketing, forma parte del grupo de investigación Communication and Digital Society en UNIR. Su investigación está centrada en el estudio de la audiencia, así como en el consumo publicitario y audiovisual desde un punto de vista generacional. Ha publicado investigaciones pioneras sobre la inserción de publicidad tradicional en las plataformas de contenido en streaming. https://orcid.org/0000-0002-9292-2437 , joseantonio.cortes@unir

Arantxa Vizcaíno-Verdú, Universidad Internacional de la Rioja

Profesora Contratada Doctora y Coordinadora de Formación Docente en la Escuela de Didáctica de Internet de la Facultad de Empresa y Comunicación. Su trayectoria profesional y académica combina las áreas de la comunicación, publicidad y artes plásticas. Es una de las Key Regional Leaders de la ‘TikTok Cultures Research Network’, y Editora de Sección y Social Media Manager de ‘Revista Mediterránea de Comunicación’. Además, forma parte del grupo de investigación COYSODI en UNIR, es colaboradora externa del grupo de investigación Communication and Specific Audiences, y alumni del ‘Influencer Ethnography Research Lab’ (IERLab). Su investigación se enfoca hacia el análisis de las narrativas transmedia, el fandom, la alfabetización publicitaria y la cultura popular en redes sociales. https://orcid.org/0000-0001-9399-2077, arantxa.vizcaino@unir.net

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