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

  1. Zozaya Durazo, Luisa Dolores 1
  2. Feijoo Fernández, Beatriz 2
  3. Sádaba Chalezquer, Charo 1
  1. 1 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

  2. 2 Universidad Internacional de La Rioja
    info

    Universidad Internacional de La Rioja

    Logroño, España

    ROR https://ror.org/029gnnp81

Revista:
Revista de comunicación

ISSN: 1684-0933,  2227-1465

Año de publicación: 2022

Volumen: 21

Número: 2

Páginas: 307-319

Tipo: Artículo

DOI: 10.26441/RC21.2-2022-A15 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista de comunicación

Objetivos de desarrollo sostenible

Resumen

Los menores están expuestos a diversos contenidos en su navegación por internet y el presente estudio explora específicamente aquellos creados por influencers en formatos híbridos que mezclan diversos fines, incluidos los comerciales, y que además representan un reto mayor para ser identificados correctamente. Desde la óptica de la alfabetización publicitaria tal y como la articulan Roozendal et al. (2011), la investigación tiene como objetivo identificar qué elementos de las dimensiones conceptuales y actitudinales de esta alfabetización están presentes en el procesamiento que los menores hacen del contenido generado por influencers. Para ello se realizaron 12 grupos de discusión en los que participaron 62 menores de entre 11 y 17 años, de colegio privados, concertados y públicos en España, durante el primer semestre de 2021. Los resultados expresan que en general los menores identifican un vínculo comercial entre marcas e influencers, sin embargo, y especialmente los más pequeños, no son capaces de identificar cuando se les presenta un contenido pagado si este no está señalizado como tal. Los adolescentes, por su parte, asumieron una actitud crítica ante el marketing de influencia a partir de la coherencia y afinidad del producto promocionado y el influencer, así como la trayectoria o profesión del creador de contenido.

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Fuente de los datos: Dialnet