Micro-influencers y publicidad. Transparencia y ética en la creación de contenido

Bibliographic Data

ID21777286
AuthorsErika Fernández-Gómez (0000-0002-7088-1814, Universidad Internacional De La Rioja), Natalia Quintas-Fraufe (Universidade da Coruña)
Year2025
Pages203-220
Publication date2025-01-01
Open AccessYes
TypeARTICLE
VenueDoxa Comunicación Revista interdisciplinar de estudios de comunicación y ciencias sociales (JOURNAL)
Journal identifiersISSN: 1696-019X • E-ISSN: 2386-3978
PublisherFundacion Universitaria San Pablo CEU (PUBLISHER)
DOI10.31921/doxacom.n40a2175
OpenAlexW4406005495
LanguageES
Citations received1
References cited40

Due to the emergence of the influencer as a profession in which commercial content is created to the benefit of brands and faced with the controversy of not always disclosing this collaboration to the public, the concern regarding the transparency and ethics of influencer activity has been addressed in this paper from the viewpoint of these prescribers. For this purpose, 290 micro-influencers, who are those with less than 100,000 followers, were surveyed. Their selection was based on the fact that despite not working exclusively in this profession, they have a higher level of engagement than influencer groups. According to these prescribers, their followers know the brands they work with, and their fans are aware that they are given these products as gifts free of charge. As such, they accept the advertising content offered. However, the influencers do not always divulge this commercial partnership openly, but rather clandestinely, such as by mentioning the brand rather than using a clear advertising label, the latter of which is a practice that is included in standard regulations. The influencers also complain of unethical practices by companies due to the lack of monetization of their activity, as well as the lack of training in transparency

Art · Business · Humanities · Influencer marketing · Advertising and Communication Studies · Communication and COVID-19 Impact · Impact of Technology on Adolescents

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