Clara Marchán Sanz
Biographic Data
| ID | 6656879 |
|---|---|
| NAME | Clara Marchán Sanz |
| GIVEN NAMES | Clara Marchán |
| FAMILY NAME | Sanz |
| SIGNATURE | SANZ C M |
| AFFILIATIONS | Universidad Internacional De La Rioja |
| ORCID | 0009-0009-8519-8928 |
| VERIFIED | Yes |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 4 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2024 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Micro-Influencer platforms
Micro-influencers—content creators with up to 100,000 followers—play a key role in influencer marketing. This qualitative study, based on 30 in-depth interviews with Spanish micro-influencers, examines their work processes and relationships with the three main actors in commercial collaborations: agencies, brands, and micro-influencer platforms. Findings show micro-influencers’ strong motivation to engage in paid partnerships. Among the three act…
Micro- influencers y marcas
The aim of this study is to understand why brands use micro-influencers, content creators with up to 100,000 followers, and how they manage the relationship, either directly or through third parties, what objectives they aim to achieve with them and how they remunerate them. Methodology. A qualitative study was conducted in Spain, consisting of 19 semi-structured in-depth interviews with brands that use micro-influencers. A snowball sample was cr…
Micro-influencers
Influencer marketing is a rapidly expanding industry. This qualitative study examines micro-influencers (those with up to 100,000 followers) through 30 in-depth interviews to understand their perceptions of their profession’s reputation, potential improvements, and the level of professionalization within the field. Excessive commercialization and the mismatch between advertised products and the micro-influencer’s profile are identified as the pri…
Microinfluencers
El marketing de influencia se ha convertido en una herramienta fundamental de la actividad publicitaria. Tanto la investigación académica como profesional se ha centrado en conocer la relación entre influencers, marcas y consumidores desde la perspectiva del receptor. Por ello, se plantea abordarlo desde la perspectiva del prescriptor y atendiendo al microinfluencer, una figura hasta ahora apenas estudiada con el objetivo de conocer su dinámica d…
No prominent works on this page.
Microinfluencers
El marketing de influencia se ha convertido en una herramienta fundamental de la actividad publicitaria. Tanto la investigación académica como profesional se ha centrado en conocer la relación entre influencers, marcas y consumidores desde la perspectiva del receptor. Por ello, se plantea abordarlo desde la perspectiva del prescriptor y atendiendo al microinfluencer, una figura hasta ahora apenas estudiada con el objetivo de conocer su dinámica d…
Micro-influencers
Influencer marketing is a rapidly expanding industry. This qualitative study examines micro-influencers (those with up to 100,000 followers) through 30 in-depth interviews to understand their perceptions of their profession’s reputation, potential improvements, and the level of professionalization within the field. Excessive commercialization and the mismatch between advertised products and the micro-influencer’s profile are identified as the pri…
Micro-Influencer platforms
Micro-influencers—content creators with up to 100,000 followers—play a key role in influencer marketing. This qualitative study, based on 30 in-depth interviews with Spanish micro-influencers, examines their work processes and relationships with the three main actors in commercial collaborations: agencies, brands, and micro-influencer platforms. Findings show micro-influencers’ strong motivation to engage in paid partnerships. Among the three act…
Micro- influencers y marcas
The aim of this study is to understand why brands use micro-influencers, content creators with up to 100,000 followers, and how they manage the relationship, either directly or through third parties, what objectives they aim to achieve with them and how they remunerate them. Methodology. A qualitative study was conducted in Spain, consisting of 19 semi-structured in-depth interviews with brands that use micro-influencers. A snowball sample was cr…
Digital Marketing and Social Media (4 works) · Advertising and Communication Studies (2 works) · Influencer marketing (2 works) · Political science (2 works) · Qualitative research (2 works) · Art (1 work) · Business (1 work) · Communication and COVID-19 Impact (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Content analysis (1 work)