Challenges of digital advertising from the study of the influencers' phenomenon in social networks

Abstract

PurposeThe aim of this paper is to study the challenges of digital advertising from the characterization of the influencer phenomenon based on the perceptions of two different and non-consecutive generations, explored from the perspective of parasocial relationshipsDesign/methodology/approachUsing a quantitative methodology design and a descriptive approach, a study is presented on a sample of 449 individuals belonging to two generational niches, generation Z (N = 227) and generation X (N = 222). For the study, characterization parameters have been defined based on existing literature, defining five-dimension conceptualization: strength, fairness, engagement, trustworthiness and social role.FindingsThe results point to a different perception of the phenomenon in some aspects that allow an intergenerational portrait of the figure of the influencer to be made. The findings of the study are innovative because they were not previously available and transcend academia to serve the companies that proliferate in the representation and management of influencers, as the characterization of this figure is important for the identification of key aspects in the adjustment of products and messages offered to a certain public of a specific population niche, both for advertising companies and for media and institutions.Originality/valueThe study reveals interesting challenges for digital advertising from the audience's perceptions about influencers, highlighting the relevance of influencers which clearly contributes to a better understanding of more efficient strategies on digital advertising.

Guest editorial: Digitalization of Corporate Communications: a multi-stakeholder approach

“…Relationships with external stakeholders have also undergone significant changes as conventional media and means are losing relevance in the emergence of digital narratives that achieve greater visibility and engagement (Borau-Boira et al ., 2023; Castillo-Abdul et al , 2022b; Li et al , 2022). It is not in vain that social networks such as Instagram, YouTube and Tik Tok, have become channels of enriched commercial communication, spaces for emotional bonding, attention to external audiences and customer relationship management channels (Castillo-Abdul et al , 2022a; Núñez-Barriopedro et al , 2023).…”

“…. .are excellent spaces for teaching enduring abilities, such as critical thinking and problem solving, but what tends to be more challenging for them is to understand and keep up with the rapidly changing skills that companies are looking for in entry-level jobs (Beltr an Hern andez de Galindo et al, 2019).Relationships with external stakeholders have also undergone significant changes as conventional media and means are losing relevance in the emergence of digital narratives that achieve greater visibility and engagement (Borau-Boira et al, 2023;Castillo-Abdul et al, 2022b;Li et al, 2022). It is not in vain that social networks such as Instagram, YouTube and Tik Tok, have become channels of enriched commercial communication, spaces for emotional bonding, attention to external audiences and customer relationship management channels (Castillo-Abdul et al, 2022a; N uñez-Barriopedro et al, 2023).Also, although prior to the pandemic, new actors were already appearing in the digital ecosystem, the inevitable mediamorphosis led to a proliferation of influencers and microinfluencers, from the conventional content creators, YouTubers and streamersand their proliferation in paid channels such as Twitch or Patreonto the newest and most popular podcasts (Leoz-Aizpuru and Pedrero-Esteban, 2022), have meant a new challenge for CCIJ 28,2…”

Thematic analysis in social media influencers: who are they following and why?

“…Although social media influencers target all age groups, this article focuses on young people from 16 to 26 years old within the Generation Z cohort living in Ireland. Generation Z is a young people cohort born between 1997 and 2012 that tends to socialize through social media channels, a habit that has considerably modified their time use patterns and social interactions in all spheres (Wood et al, 2021;Borau-Boira et al, 2022;Fan et al, 2023). This generation responds rapidly and has a necessity for immediacy and permanent interaction, even related to social media, where they consider themselves competent users and make use of these channels as their main source of information (Borau-Boira et al, 2022).…”

“…Generation Z is a young people cohort born between 1997 and 2012 that tends to socialize through social media channels, a habit that has considerably modified their time use patterns and social interactions in all spheres (Wood et al, 2021;Borau-Boira et al, 2022;Fan et al, 2023). This generation responds rapidly and has a necessity for immediacy and permanent interaction, even related to social media, where they consider themselves competent users and make use of these channels as their main source of information (Borau-Boira et al, 2022). Borau-Boira et al (2022) found that Generation Z make more intensive use of Instagram (96%), YouTube (71.4%) and Spotify (49.3%) than other generations.…”

“…This generation responds rapidly and has a necessity for immediacy and permanent interaction, even related to social media, where they consider themselves competent users and make use of these channels as their main source of information (Borau-Boira et al, 2022). Borau-Boira et al (2022) found that Generation Z make more intensive use of Instagram (96%), YouTube (71.4%) and Spotify (49.3%) than other generations. Concerning their approach to SMIs, Gen Zers expect influencers to be interactive, communicative, enthusiastic, credible and inspiring (Borau-Boira et al, 2022).…”