Marketing de influencers y decisiones de compra en jóvenes consumidores: una revisión sistemática (2019-2026)
DOI:
https://doi.org/10.65415/5s80ey34Palabras clave:
marketing de influencers; redes sociales; comportamiento del consumidor; Generación Z; revisión sistemática.Resumen
El marketing de influencers se ha consolidado como estrategia central de comunicación de marca dirigida a audiencias jóvenes, particularmente en Instagram y TikTok. Sin embargo, la evidencia empírica sobre su efecto real en la decisión de compra permanece dispersa y heterogénea en mecanismos psicológicos y calidad metodológica. Este estudio sintetiza y evalúa críticamente la evidencia empírica publicada entre 2019 y 2026 sobre la influencia de influencers de Instagram y TikTok en la decisión de compra de consumidores jóvenes (13-29 años). Se realizó una revisión sistemática siguiendo las directrices PRISMA 2020, con búsquedas en Scopus, SciELO y Redalyc (205 registros identificados). Tras cribado por título/resumen y evaluación de elegibilidad en texto completo, se incluyeron 22 estudios primarios, evaluados mediante el Mixed Methods Appraisal Tool (MMAT, 2018). La credibilidad percibida del influencer —particularmente su experiencia más que su atractivo físico— y la interacción parasocial con la audiencia emergen como los mecanismos psicológicos mejor documentados. No obstante, el 91% de los estudios utiliza muestreo no probabilístico, solo el 14% controla covariables demográficas, y se identificaron inconsistencias en el reporte estadístico en el 27% de los estudios incluidos. La heterogeneidad de constructos y métodos de estimación no permitió un metaanálisis. Existe convergencia teórica sobre los mecanismos que explican la influencia de los influencers en la decisión de compra de jóvenes, pero las limitaciones metodológicas generalizadas —incluyendo problemas de integridad en el reporte de resultados en una proporción no despreciable de estudios— aconsejan cautela interpretativa y señalan una agenda clara de mejora metodológica.
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Derechos de autor 2026 Edison David Andrade-Sánchez , Luis Arturo Rosero Constante , Kevin Acosta-Barreno , Iván Leonardo Pincay Aguilar
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
