Marketing de influencers en Instagram:

Tatiana Betzabé León-Alberca; Paula Renés-Arellano; José Ignacio Aguaded-Gómez; Ketty Daniela Calva-Cabrera

doi:10.26422/aucom.2025.1403.leo

Tatiana Betzabé León-Alberca Universidad Nacional de Educación
Paula Renés-Arellano Universidad de Cantabria
José Ignacio Aguaded-Gómez Universidad de Huelva
Ketty Daniela Calva-Cabrera Universidad Nacional de Loja

DOI: https://doi.org/10.26422/aucom.2025.1403.leo

Keywords: influencers, instagram, influencer marketing, systematic review of scientific literature

Abstract

Influencer marketing and communication are experiencing rapid growth, driving the expansion of research aimed at understanding how they work. The profiles of so-called influencers are highly diverse, and their impact varies depending on the context in which they operate. In this regard, platforms such as Instagram have consolidated their position as ideal spaces for brands to integrate these profiles into their communication strategies. To address the dynamics explained above, this study focuses on examining how researchers approach the study of this field, using a systematic review of the scientific literature as its methodology. Recurring keywords, research approaches, designs, and instruments used to achieve a variety of objectives related to understanding the phenomenon are analyzed. In addition, the subject matter of these publications is investigated. The results show that, far from declining, research in this field has experienced steady growth over the years, raising various concerns within the scientific literature related to the need to address aspects such as transparency in influencers' publications, the authenticity of their content, the effectiveness of the communication strategies implemented, and the real impact on the audience in a more comprehensive and detailed manner.

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Author Biographies

Tatiana Betzabé León-Alberca, Universidad Nacional de Educación

Bachelor’s degree in Social Communication from the Universidad Técnica Particular de Loja. Master's degree in Political and Corporate Communication from Universidad Camilo José Cela. Advanced Specialist in Digital Communication from Universidad Andina Simón Bolívar (Ecuador campus). PhD candidate in the Interuniversity Doctoral Program in Communication at the universities of Cádiz, Huelva, Málaga, and Sevilla. Currently works at the Universidad Nacional de Educación.

Paula Renés-Arellano, Universidad de Cantabria

Teacher, educational psychologist, and Doctor of Education. She is currently a professor in the area of Educational Theory at the Faculty of Education of the University of Cantabria (UC). Her teaching and research lines are focused on media education and values, particularly within the context of Primary Education. Following this framework, she has authored numerous articles in national and international scientific journals and has participated in various competitive R&D&I projects, conferences, seminars, and training courses.

José Ignacio Aguaded-Gómez, Universidad de Huelva

Full Professor of Education and Communication at the University of Huelva. He chairs the "Comunicar" Group, a veteran collective in Spain in "Media Literacy," and has led the scientific journal Comunicar for 30 years. He is the Director of the "Ágora" Research Group within the Andalusian Research Plan (HUM-648). He also directs the Official Master's Degree in Audiovisual Communication and Education (UHU/UNIA) and the Interuniversity Doctorate in Communication (US, UMA, UCA, and UHU).

Ketty Daniela Calva-Cabrera, Universidad Nacional de Loja

Doctor in Communication, from the University of Navarra-Spain. Master in Research in Communication, from the University of Navarra-Spain. Graduate in Social Communication, from the Private Technical University of Loja. He is currently a professor at the National University of Loja.

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Influencers on Instagram

Systematic review of scientific literature

Abstract

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Author Biographies

References