Published
2023-12-01
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Section
Monográfico
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ENTENDIENDO LAS PREFERENCIAS Y MOTIVACIONES DE LOS JÓVENES PARA SEGUIR A INFLUENCERS
SUÁREZ-ÁLVAREZ, Dra. Rebeca,GARCÍA-JIMÉNEZ, Dr. Antonio,CATALINA-GARCÍA, Beatriz
DOI: https://doi.org/10.48047/fjc.27.01.13
Keywords: influencers; redes sociales; jóvenes; género; tipología; motivaciones
Abstract
Los influencers congregan a millones de jóvenes en torno sus contenidos pasando horas observando sus recomendacioney comentarios. Este escenario lleva a preguntarse ¿qué tipo de influencers son los que más les interesan?, ¿qué características poseen para que los jóvenes se decidan a seguir sus contenidos?, ¿cuáles son sus motivaciones para consumir susproducciones? Para responder a estas preguntas, se ha realizado una encuesta a 290 jóvenes (54% chicos; 46% chicas) de entre 18 y 24 años, del 2 de febrero al 3 de marzo de 2022. Los resultados muestran que los chicos siguen a gamers y streamers y las chicas a influencers que ofrecen contenidos dedicados belleza y moda. Ambos géneros se decantan por influencers que ofrecen contenidos humorísticos o divertidos. La identificación con los influencers y la posibilidad de formarse a través de sus contenidos son las principales características que valoran. Se detecta una tendencia en el modo de informarse de los jóvenes que comprenden los hechos de actualidad a través de los contenidos que ofrecen los influencers. Las principales motivaciones se vinculan con el tipo de influencer que deciden visualizar. Chicos y chicas lo hacen por diversión, por pasar el rato y por aprender cosas nuevas
