INTERGENERATIONAL APPROACH TO INFLUENCER PHENOMENON ON SOCIAL MEDIA: BRAND ADVOCATE OR SOCIAL MODEL?

被引：1

作者：

Borau-Boira, Elena ^{[1
]}

Perez-Escoda, Ana ^{[1
]}

Castro Maestre, Maria Del Mar ^{[2
]}

机构：

[1] Univ Antonio Nebrija, Madrid, Spain

[2] Univ Galicia, Ctr Estudios Superiores, Galicia, Spain

来源：

IC-REVISTA CIENTIFICA DE INFORMACION Y COMUNICACION | 2022年 / 19期

关键词：

Social media; influencer; communication; engagement; gen Z; gen X;

D O I：

10.12795/IC.2022.I19.22

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

The Internet have established new forms of communication favoring the emergence of new socialactors suchas influencers. Theaimof this paper isto study the characterization of the phenomenon based on the perceptions of two different generations (X and Y). Using a quantitative methodology and a descriptive approach, a study is presented on a sample of 449 individuals, applying parameters previously defined on existing literature: strengths, definition, engagement, confidence, and stereotypes.

引用

页码：479 / 500

页数：22

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