Análisis de la capacidad de menores en España para reconocer los contenidos comerciales publicados por influencers.

Luisa Dolores   Zozaya Durazo; Beatriz  Feijoo Fernández; Charo  Sádaba Chalezquer

doi:10.26441/RC21.2-2022-A15

Authors

Luisa Dolores Zozaya Durazo Universidad de Navarra https://orcid.org/0000-0002-3505-0687
Beatriz Feijoo Fernández Universidad Internacional de La Rioja https://orcid.org/0000-0001-5287-3813
Charo Sádaba Chalezquer Universidad de Navarra https://orcid.org/0000-0003-2596-2794

DOI:

https://doi.org/10.26441/RC21.2-2022-A15

Keywords:

influencer marketing, minors, advertising literacy, critical thinking, social media

Abstract

Minors are exposed to various contents when browsing the Internet, this study specifically explores those created by influencers, who stand out for sharing advertising in a hybrid format and represent a greater challenge to be identified as such. The objective of the research is to find out the criteria by which minors process information when they consume advertising content shared by influencers, paying special attention to those elements of the publication that arouse their questioning. To answer the questions raised, 12 discussion groups were held where 62 minors between 11 and 17 years of age from private, concerted and public schools in Spain participated during the first semester of 2021.The results show that in general minors identify a commercial link between brands and influencers, however, and especially with the youngest, they are not able to identify when paid content is presented to them, if it is not marked as such; For their part, adolescents have certain resources that activate their critical attitude towards influencer marketing: the profile of the influencer and their degree of affinity with the promoted product.

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Author Biographies

Luisa Dolores Zozaya Durazo, Universidad de Navarra

Doctoranda en la Facultad de Comunicación de la Universidad de Navarra. Líneas de investigación: comportamiento de usuarios y creadores de contenido en redes sociales, y alfabetización publicitaria. luisazozaya@gmail.com

Beatriz Feijoo Fernández, Universidad Internacional de La Rioja

Doctora en Psicología Evolutiva y Comunicación y Profesora Titular de Redacción publicitaria, publicidad en dispositivos móviles, comunicación de marketing integradas en la Facultad de Empresa y Comunicación de la Universidad Internacional de La Rioja. Líneas de investigación: publicidad, menores, pantallas, dispositivo móvil, influencers. beatriz.feijoo@unir.net

Charo Sádaba Chalezquer, Universidad de Navarra

Doctora en Comunicación Pública, Decana de la Facultad de Comunicación de la Universidad de Navarra. Líneas de investigación: marketing digital y publicidad, menores, adolescentes y jóvenes adultos en medios digitales. csadaba@unav.es

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