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

Elena Borau-Boira (Department of Advertising, Antonio de Nebrija University, Madrid, Spain)
Ana Pérez-Escoda (Department of Communication, Antonio de Nebrija University, Madrid, Spain)
Cristina Ruiz-Poveda Vera (U-TAD, Las Rozas, Spain)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 9 June 2022

Issue publication date: 7 March 2023

1082

Abstract

Purpose

The 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 relationships

Design/methodology/approach

Using 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.

Findings

The 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/value

The 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.

Keywords

Citation

Borau-Boira, E., Pérez-Escoda, A. and Ruiz-Poveda Vera, C. (2023), "Challenges of digital advertising from the study of the influencers' phenomenon in social networks", Corporate Communications: An International Journal, Vol. 28 No. 2, pp. 325-339. https://doi.org/10.1108/CCIJ-03-2022-0023

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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