Nuevas formas de comunicación digital: revisión sistemática de la literatura sobre influencers virtuales
DOI:
https://doi.org/10.14198/MEDCOM.28712Palabras clave:
influencer, Instagram, Influencers virtuales, inteligencia artificial, comunicación digital, antropoformismo, credibilidad, confianza, marketing digital, redes socialesResumen
Propósito. Este estudio analiza el papel de los influencers virtuales en la comunicación digital, centrándose en su impacto, evolución y características clave. Se investiga el grado de antropomorfismo, la credibilidad y la confianza que generan, así como los sectores en los que tienen mayor presencia. Metodología. Se llevó a cabo una revisión sistemática de la literatura utilizando el método PRISMA en bases de datos indexadas como WOS y SCOPUS, seleccionando y analizando 137 artículos publicados entre 2020 y 2024. Resultados y conclusiones. Los hallazgos muestran un crecimiento exponencial en la investigación sobre influencers virtuales, con un enfoque predominante en el marketing y los negocios. La credibilidad y el nivel de antropomorfismo se presentan como factores clave en la aceptación de estas figuras digitales, especialmente entre audiencias jóvenes. Se observa un uso predominante de influencers virtuales en moda, belleza y tecnología, con menor presencia en sectores como la educación o la comunicación política. Aportación original. Este estudio proporciona una metodología replicable para analizar la influencia de los influencers virtuales y su aceptación en distintas audiencias y sectores, destacando brechas en la investigación y proponiendo nuevas líneas de estudio sobre su impacto en la comunicación digital.
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Derechos de autor 2018 Lydia Corzo-Cortés , María-Victoria Carrillo-Durán, María García-García
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