Not solely influencers in the communication plan: a comparative study in the fashion field



Palabras clave:

influencers, communication plan, fashion, influentials, consumer


En los últimos años, las redes sociales e influencers están dominando las campañas de comunicación, debido a su poder de influencia en los consumidores. Como resultado, algunos de los actores tradicionales de la comunicación no están siendo considerados en los planes de comunicación. Sin embargo, no existe ningún estudio que confirme su pérdida de influencia sobre el consumidor y sus decisiones de compra. Tomando el caso de la compra en moda, el objetivo de este artículo es comparar el poder de influencia de siete actores de la comunicación: medios, marcas de moda, celebridades, influencers (mega, macro y micro) e influyentes. Con datos de 1176 cuestionarios respondidos a través del método de autodenominación, podemos concluir que los influencers son superados por los influyentes (círculos cercanos) como los líderes de opinión con mayor impacto en el consumidor, seguidos incluso por las marcas de moda y los medios de moda.


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Cómo citar

Sádaba, T., SanMiguel, P., López-Fidalgo, J., & Guercini, S. (2024). Not solely influencers in the communication plan: a comparative study in the fashion field. Revista Mediterránea De Comunicación, 15(2), e23717.



Monográfico.Comunicación e influencia social: el rol de la comunicación mediática en la consolidación de valores sociale