{"id":1937,"date":"2024-01-26T10:15:39","date_gmt":"2024-01-26T15:15:39","guid":{"rendered":"http:\/\/digilopolis.com\/blog\/?p=1937"},"modified":"2025-01-19T22:41:17","modified_gmt":"2025-01-20T03:41:17","slug":"el-papel-de-los-influencers-en-los-comportamientos-de-compra-online","status":"publish","type":"post","link":"https:\/\/digilopolis.com\/blog\/2024\/01\/26\/el-papel-de-los-influencers-en-los-comportamientos-de-compra-online\/","title":{"rendered":"El papel de los influencers en los comportamientos de compra online"},"content":{"rendered":"
\n

En los \u00faltimos a\u00f1os, se ha puesto de moda el concepto de\u00a0influencer<\/strong>. Desde el momento en que las redes sociales forman parte de nuestro estilo de vida, en especial de los m\u00e1s j\u00f3venes, el t\u00e9rmino ha ido cobrando cada vez mayor relevancia.<\/p>\n

Podemos definir a los \u201cinfluencers\u201d como aquellas personas que poseen una credibilidad de acci\u00f3n importante ante un p\u00fablico online que sigue su d\u00eda a d\u00eda, sus acciones y publicaciones a trav\u00e9s de las redes sociales.<\/p>\n

Seg\u00fan un estudio de 2017 publicado por Statista, el 25% de los expertos en marketing afirma que el influencer es un catalizador para la transformaci\u00f3n de sus estrategias digitales, no s\u00f3lo este a\u00f1o, sino de cara a los pr\u00f3ximos tres.<\/strong><\/p>\n

\u00bfDesde cu\u00e1ndo existen los\u00a0influencers?<\/strong><\/h3>\n

\u00bfEs una moda pasajera, o siempre han existido? Desde tiempos anteriores la comunicaci\u00f3n de masas ha requerido liderazgo, un gu\u00eda, una persona capaz de aconsejar o influenciar al resto.\u00a0En definitiva, alguien carism\u00e1tico, reconocido y capaz de ejercer como representante de un grupo.<\/strong><\/p>\n

Desarrollando esa idea, los soci\u00f3logos\u00a0Katz y Lazarsfeld<\/strong>\u00a0trabajaron en lo que se conoce como\u00a0\u2018Teor\u00eda de dos pasos\u2019<\/a><\/strong>. Esta aseguraba que el sistema comunicativo y la influencia de los medios se compon\u00edan de dos fases principalmente: en primer lugar, los medios lanzan un mensaje que recibe el llamado l\u00edder de opini\u00f3n, para que, posteriormente, esta figura filtre e interprete esa informaci\u00f3n a la hora de difundirla.<\/p>\n

El impacto de estas personas suele ser muy potente porque comparten muchas similitudes con sus seguidores y son, en la medida de los posible, accesibles, puesto que est\u00e1n en contacto directo son sus followers (o seguidores).<\/p>\n

\"\"
Imagen de Pexels<\/figcaption><\/figure>\n

Actualmente, nuestros l\u00edderes de opini\u00f3n son deportistas, periodistas, actores o incluso youtubers o instagramers, pero cualquiera con un considerable n\u00famero de seguidores puede convertirse en intermediario de una empresa o marca. Esta estrategia comercial recibe el nombre de\u00a0influencer marketing<\/strong>. Este surge como una alternativa extremadamente interesante para las marcas, ya que, de esta manera, se\u00a0potencia la divulgaci\u00f3n de productos online y la posibilidad de llegar en un menor tiempo a su p\u00fablico objetivo.<\/strong><\/p>\n

Ante la inmensa ingesta de informaci\u00f3n, las personas depositan en estos l\u00edderes de opini\u00f3n su confianza, dando como resultado informaci\u00f3n comercial menos intrusiva y contenidos acordes a los valores de la marca.<\/p>\n

Fuerte influencia en la generaci\u00f3n Z<\/strong><\/h3>\n

Tal y como se\u00f1ala un estudio de 2017 publicado por\u00a0Statista<\/a>, el 25% de los expertos en marketing afirma que el influencer es un catalizador para la transformaci\u00f3n de sus estrategias digitales, no s\u00f3lo este a\u00f1o, sino de cara a los pr\u00f3ximos tres.<\/p>\n

En el informe\u00a0The state of Influencer Marketing 2017<\/a>\u00a0se determin\u00f3 que algunas de las mejores t\u00e1cticas a a la hora de trabajar con estos perfiles son: invitaciones a eventos o networking (18%), env\u00edos de muestras de productos o regalos (16%), y env\u00edo de emails (15%). Este informe revel\u00f3 a su vez que\u00a0el 72% de la Generaci\u00f3n Z reconoce que estas personalidades influyen poderosamente en sus decisiones de compra<\/strong>.<\/p>\n

Seg\u00fan datos\u00a0Hubspot<\/a>, el 71% de las personas tiene m\u00e1s probabilidades de realizar una compra en l\u00ednea si el producto o servicio es recomendado por otros. Mientras que una investigaci\u00f3n de\u00a0Gartner<\/a>\u00a0determinaba que el 84% de los millennials se vean influenciados para hacer una compra en funci\u00f3n del contenido generado en torno al mismo.<\/p>\n

 <\/p>\n

Art\u00edculo original de BlogThinkBig<\/a> | Autor original: Borja Garc\u00eda | Modificado May 2018.<\/span><\/p>\n

 <\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

En los \u00faltimos a\u00f1os, se ha puesto de moda el concepto de\u00a0influencer. Desde el momento en que las redes sociales forman parte de nuestro estilo de vida, en especial de los m\u00e1s j\u00f3venes, el t\u00e9rmino ha ido cobrando cada vez mayor relevancia. Podemos definir a los \u201cinfluencers\u201d como aquellas personas que poseen una credibilidad de […]<\/p>\n","protected":false},"author":1,"featured_media":1941,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[171],"tags":[],"class_list":["post-1937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"\nEl papel de los influencers en los comportamientos de compra online - Digil\u00f3polis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digilopolis.com\/blog\/2024\/01\/26\/el-papel-de-los-influencers-en-los-comportamientos-de-compra-online\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El papel de los influencers en los comportamientos de compra online - Digil\u00f3polis\" \/>\n<meta property=\"og:description\" content=\"En los \u00faltimos a\u00f1os, se ha puesto de moda el concepto de\u00a0influencer. 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