Publicidad de influencers sobre alimentación y cuidado del cuerpo: cómo influyen la admiración y las relaciones parasociales en los adolescentes peruanos
DOI:
https://doi.org/10.21142/DES-1803-2026-e0073Palabras clave:
Influencer advertising, Redes sociales, Admiración, Relaciones parasociales, Adolescentes, PerúResumen
Las relaciones parasociales son un fenómeno psicológico que provoca una sensación de cercanía hacia figuras reales o ficticias que únicamente son accesibles a través de plataformas mediáticas, sin reciprocidad real. Este mecanismo y la admiración son ampliamente usados por los influencers con fines persuasivos. Sin embargo, hay incertidumbre sobre la capacidad del adolescente para reconocer la intencionalidad persuasiva detrás de estos mensajes. Este estudio aplica una encuesta representativa para analizar el impacto de la admiración y las relaciones parasociales en la capacidad disposicional del adolescente peruano de 11 a 17 años (N = 1020) al identificar el intento persuasivo en contenidos patrocinados de influencers sobre cuerpo y dieta. Los resultados evidencian elevados niveles de admiración e interacción parasocial, acompañados de una capacidad autopercibida para reconocer la intención persuasiva. Sin embargo, esta conciencia parece más disposicional que crítica, lo que refleja una normalización del contenido comercial más que una comprensión evaluativa genuina.
Descargas
Referencias
Ahn, R. J., Nelson, M. R., Eales, L., Da Silva Cherubini, F., Simenec, T. S., Ali, A., Davis, S. L., and Ferguson, G. M. (2024). Exploring Persuasion Knowledge, Identity-Related Media Use, and Ad Skepticism of Black Immigrant and Refugee Adolescents. Journal of Current Issues & Research in Advertising, 45(2), 196-218. https://doi.org/10.1080/10641734.2023.2271937
Anastacio-Coello, L., and Atarama-Rojas, T. (2025). What Peruvian Kidfluencers Tell Us on Social Media: An Analysis of Their Communicative Approach on Instagram and TikTok. In D. Barredo Ibáñez, E. Gallardo-Echenique, H. Siringoringo, and N. Lagares Diez (eds.), Communication and Applied Technologies: Proceedings of ICOMTA 2024. Smart Innovation, Systems and Technologies (vol. 427, pp. 497-506). Springer. https://doi.org/10.1007/978-981-96-0426-5_43
Andres, F. E., Boothroyd, L. G., Thornborrow, T., Chamorro, A. M., Dutra, N. B., Brar, M., Woodward, R., Malik, N., Sawhney, M., and Evans, E. H. (2024). Relationships between media influence, body image and sociocultural appearance ideals in Latin America: A systematic literature review. Body Image, 51, 101774. https://doi.org/10.1016/j.bodyim.2024.101774
Archer, A. (2019). Admiration and Motivation. Emotion Review, 11(2), 140-150. https://doi.org/10.1177/1754073918787235
Archer, A., and Robb, C. M. (2024). Influencers as role models. Celebrity Studies, 15(2), 128-142. https://doi.org/10.1080/19392397.2024.2341594
Audrezet, A., de Kerviler, G., and Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
Aw, E. C.-X., and Chuah, S. H.-W. (2021). «Stop the unattainable ideal for an ordinary me!» fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146-157. https://doi.org/10.1016/j.jbusres.2021.04.025
Aw, E. C.-X., Tan, G. W.-H., Chuah, S. H.-W., Ooi, K.-B., and Hajli, N. (2023). Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA. Information Technology & People, 36(1), 66-94. https://doi.org/10.1108/ITP-07-2021-0548
Bizjak Zabukovec, B., and Faganel, A. (2024). The Issue of Scales for Measuring Parasocial Interaction and Parasocial Relationship between Followers and Influencers on Social Media. Sustainability, 16(17), 7782. https://doi.org/10.3390/su16177782
Borchers, N. S. (2022). Between Skepticism and Identification: A Systematic Mapping of Adolescents’ Persuasion Knowledge of Influencer Marketing. Journal of Current Issues & Research in Advertising, 43(3), 274-300. https://doi.org/10.1080/10641734.2022.2066230
Boyland, E., McGale, L., Maden, M., Hounsome, J., Boland, A., Angus, K., & Jones, A. (2022). Association of Food and Nonalcoholic Beverage Marketing with Children and Adolescents’ Eating Behaviors and Health: A Systematic Review and Meta-analysis. JAMA Pediatrics, 176(7), e221037. https://doi.org/10.1001/jamapediatrics.2022.1037
Breves, P., Amrehn, J., Heidenreich, A., Liebers, N., and Schramm, H. (2021). Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers. International Journal of Advertising, 40(7), 1209-1229. https://doi.org/10.1080/02650487.2021.1881237
Brunning, L. (2025). Emulative envy and loving admiration. European Journal of Philosophy, 33(1), 202-219. https://doi.org/10.1111/ejop.12927
Buijzen, M., Van Reijmersdal, E. A., and Owen, L. H. (2010). Introducing the PCMC Model: An Investigative Framework for Young People’s Processing of Commercialized Media Content. Communication Theory, 20(4), 427-450. https://doi.org/10.1111/j.1468-2885.2010.01370.x
Cambronero, B., Mayagoitia Soria, A., and Feijoo, B. (2024). Influencer marketing and health repercussions: a literature review on the impact of influencers on eating behavior and body self-perception. International Journal of Internet Marketing and Advertising, 1(1), 1-23. https://doi.org/10.1504/IJIMA.2024.10061318
Cheng, M., and Anderson, C. K. (2021). Search Engine Consumer Journeys: Exploring and Segmenting Click-Through Behaviors. Cornell Hospitality Quarterly, 62(2), 198-214. https://doi.org/10.1177/1938965520924649
Conde, R., and Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research, 158, 113708. https://doi.org/10.1016/j.jbusres.2023.113708
De Jans, S., Hudders, L., Naderer, B., and De Pauw, V. (2022). Impact of Thin-Ideals in Influencer Posts Promoting Healthy vs. Unhealthy Foods on Tweens’ Healthy Food Choice Behavior. Frontiers in Psychology, 13, 789069. https://doi.org/10.3389/fpsyg.2022.789069
De Jans, S., Spielvogel, I., Naderer, B., and Hudders, L. (2021). Digital food marketing to children: How an influencer’s lifestyle can stimulate healthy food choices among children. Appetite, 162, 105182. https://doi.org/10.1016/j.appet.2021.105182
De Jans, S., Van de Sompel, D., De Veirman, M., and Hudders, L. (2020). #Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through source evaluations. Computers in Human Behavior, 109, 106342. https://doi.org/10.1016/j.chb.2020.106342
De Veirman, M., Cauberghe, V., and Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. https://doi.org/10.1080/02650487.2017.1348035
De Veirman, M., Hudders, L., and Nelson, M. R. (2019). What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research. Frontiers in Psychology, 10, 2685. https://doi.org/10.3389/fpsyg.2019.02685
Du, Y., Rui, J. R., and Yu, N. (2023). How Parasocial Relationship and Influencer-Product Congruence Shape Audience’s Attitude Towards Product Placement in Online Videos: The Mediation Role of Reactance. Psychology Research and Behavior Management, 16, 1315-1329. https://doi.org/10.2147/PRBM.S406558
Enke, N., and Borchers, N. S. (2021). Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. In Social Media Influencers in Strategic Communication (pp. 7-23). Routledge. https://doi.org/10.4324/9781003181286-2
Fazli-Salehi, R., Jahangard, M., Torres, I. M., Madadi, R., and Zúñiga, M. Á. (2022). Social media reviewing channels: the role of channel interactivity and vloggers’ self-disclosure in consumers’ parasocial interaction. Journal of Consumer Marketing, 39(2), 242-253. https://doi.org/10.1108/JCM-06-2020-3866
Feijoo, B., Pavez, I., & Benavides, C. (2023a). Analysis of Chilean children’s perceptions of commercial content on TikTok: «I ate a commercial». Revista Mediterránea de Comunicación, 14(2), 273-282. https://doi.org/10.14198/MEDCOM.24250
Feijoo, B., Zozaya, L., and Sádaba, C. (2023b). Do I question what influencers sell me? Integration of critical thinking in the advertising literacy of Spanish adolescents. Humanities & Social Sciences Communications, 10(1). https://doi.org/10.1057/s41599-023-01872-y
Ferreira, A. G., Crespo, C. F., Ribeiro, F. M., and Barreiros, P. (2024). The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness. Journal of Marketing Communications, 32(2), 120-144. https://doi.org/10.1080/13527266.2024.2318696
Friestad, M., and Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. In Source: Journal of Consumer Research, 21(1), 1-31. https://academic.oup.com/jcr/article-abstract/21/1/1/1853712
Fundación MAPFRE. (2023). Digital Fit: influencia de las redes sociales en la alimentación y en el aspect físico de los menores. https://reunir.unir.net/handle/123456789/14827
Gómez Lacap, J. P., Maharlika Cruz, M. R., Bayson, A. J., Molano, R., and García, J. G. (2024). Parasocial relationships and social media interactions: building brand credibility and loyalty. Spanish Journal of Marketing - ESIC, 28(1), 77-97. https://doi.org/10.1108/SJME-09-2022-0190
Hani, G., Haider, S. W., Raza, A., Silva, S. C., and Dias, J. C. (2024). Digital Influencers: Catalysts for Customer Engagement and Purchase Intention. Studia Universitatis Babes-Bolyai Oeconomica, 69(2), 40-61. https://doi.org/10.2478/subboec-2024-0009
Horton, D., and Wohl, R. R. (1956). Mass Communication and Para-Social Interaction. Psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049
Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B., and Rozendaal, E. (2017). Shedding new light on how advertising literacy can affect children’s processing of embedded advertising formats: a future research agenda. Journal of Advertising, 46(2), 333-349. https://doi.org/10.1080/00913367.2016.1269303
IAB Perú. (2022). Conexión LATAM. La evolución del consumidor digital latinoamericano. https://iabperu.com/2023/03/02/estudio-conexion-latam-peru-2/
Instituto Nacional de Estadística e Informática (INEI). (2024). Estado de la niñez y adolescencia Ene-Mar 2024. https://www.gob.pe/institucion/inei/informes-publicaciones/5645453-estado-de-la-ninez-y-adolescencia-enero-febrero-marzo-2023
Irwin, T. H. (2015). II-Nil Admirari? Uses and Abuses of Admiration. Aristotelian Society Supplementary Volume, 89(1), 223-248. https://doi.org/10.1111/j.1467-8349.2015.00251.x
Janssen, L., Schouten, A. P., and Croes, E. A. J. (2022). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101-127. https://doi.org/10.1080/02650487.2021.1994205
Kaftanski, W. (2024). Admiration, Affectivity, and Value: Critical Remarks on Exemplarity. Journal of Value Inquiry, 58(2), 197-214. https://doi.org/10.1007/s10790-021-09875-1
Kim, D. Y., and Kim, H.-Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130, 405-415. https://doi.org/10.1016/j.jbusres.2020.02.020
Leung, F. F., Gu, F. F., and Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251. https://doi.org/10.1007/s11747-021-00829-4
Liu, X., and Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-023-02512-1
Livingstone, S., and Rahali, M. (2021). Written evidence on influencer culture and children. https://committees.parliament.uk/writtenevidence/40900/html/
Londoño-Moreno, M., Atarama-Rojas, T., and Anastacio-Coello, L. (2025). Peruvian minors and their exposure to beauty and makeup content on social networks: A content analysis on YouTube, Instagram, and TikTok. Revista Mediterránea de Comunicación, 16(1), e27875. https://doi.org/10.14198/MEDCOM.27875
Lou, C. (2022). Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising. Journal of Advertising, 51(1), 4-21. https://doi.org/10.1080/00913367.2021.1880345
Martínez, C., and Olsson, T. (2019). Making sense of youtubers: How swedish children construct and negotiate the youtuber misslisibell as a girl celebrity. Journal of Children and Media, 13(1), 36-52. https://doi.org/10.1080/17482798.2018.1517656
Martins, A., Gavina, A., and Mendes de Silva, B. (2023). Native Advertising: New Challenge for Online Consumers and the Role of Media and Advertising Literacy. Revista de Comunicação, Cultura e Artes, 48-63. https://publicacoes.ciac.pt/index.php/rotura/article/view/143/138
Milmo, D., and Skopeliti, C. (2021, September 18). Teenage girls, body image and Instagram’s «perfect storm.» The Guardian. https://www.theguardian.com/technology/2021/sep/18/teenage-girls-body-image-and-instagrams-perfect-storm
Nadanyiova, M., Gajanova, L., Majerova, J., and Lizbetinova, L. (2020). Influencer marketing and its impact on consumer lifestyles. Forum Scientiae Oeconomia, 8(2), 109-120. https://doi.org/10.23762/FSO_VOL8_NO2_7
Núñez-Cansado, M., López-López, A., and Somarriba-Arechavala, N. (2021). Covert advertising by kidsfluencers: a methodological proposal applied to the case study of the ten youngest youtubers with most followers in Spain. Profesional de La Información, 30(2), e300219. https://doi.org/10.3145/epi.2021.mar.19
Protasi, S. (2021). The Philosophy of Envy. Cambridge University Press. https://doi.org/10.1017/9781009007023
Pur Damayanti, C., Ninggar, D., and Sugiarto, C. (2024). The effect of influencer advertising on the intention to buy Wardah cosmetics in Indonesia. Innovative Marketing, 20(1), 88-100. https://doi.org/10.21511/im.20(1).2024.08
Reinikainen, H., Munnukka, J., Maity, D., and Luoma-aho, V. (2020). ‘You really are a great big sister’—parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298. https://doi.org/10.1080/0267257X.2019.1708781
Rozendaal, E., Lapierre, M. A., van Reijmersdal, E. A., and Buijzen, M. (2011). Reconsidering Advertising Literacy as a Defense Against Advertising Effects. Media Psychology, 14(4), 333-354. https://doi.org/10.1080/15213269.2011.620540
Rozendaal, E., Opree, S. J., and Buijzen, M. (2016). Development and Validation of a Survey Instrument to Measure Children’s Advertising Literacy. Media Psychology, 19(1), 72-100. https://doi.org/10.1080/15213269.2014.885843
Rozendaal, E., van Reijmersdal, E., and Buijzen, M. (2019). Children’s Understanding of Persuasion. In The International Encyclopedia of Media Literacy (pp. 1-6). Wiley. https://doi.org/10.1002/9781118978238.ieml0022
Sádaba, C. (2024). Social media, adolescence and eating disorders: the need for a comprehensive perspective. Anales del Sistema Sanitario de Navarra, 47(1), e1075. https://doi.org/10.23938/ASSN.1075
Sánchez-Reina, J. R., Jiménez-Morales, M., and Montaña-Blasco, M. (2023). Body satisfaction and screen media usage in Spanish schoolchildren. Revista Mediterránea de Comunicación, 14(1), 295. https://doi.org/10.14198/MEDCOM.23406
Sedmak, A., and Svetina, M. (2024). Components of adolescents’ attraction with YouTubers. Current Psychology, 43(7), 6167-6179. https://doi.org/10.1007/s12144-023-04784-x
Sweeney, E., Lawlor, M. A., and Brady, M. (2022). Teenagers’ moral advertising literacy in an influencer marketing context. International Journal of Advertising, 41(1), 54-77. https://doi.org/10.1080/02650487.2021.1964227
Tian, S., Cho, S. Y., Jia, X., Sun, R., and Tsai, W. S. (2023). Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers. Journal of Product and Brand Management, 32(7), 1046-1062. https://doi.org/10.1108/JPBM-02-2022-3879
Um, N. (2023). Predictors Affecting Effects of Virtual Influencer Advertising among College Students. Sustainability, 15(8), 6388. https://doi.org/10.3390/su15086388
Unicef América Latina y el Caribe. (2023). Marketing digital de alimentos y bebidas no salucables dirigido a niños, niñas y adolescentes en América Latina y el Caribe. https://www.unicef.org/lac/informes/marketing-digital-de-alimentos-y-bebidas-no-saludables
Van Dam, S., and Van Reijmersdal, E. A. (2019). Insights in adolescents’ advertising literacy, perceptions and responses regarding sponsored influencer videos and disclosures. Cyberpsychology, 13(2). https://doi.org/10.5817/CP2019-2-2
Vizcaíno-Verdú, A., Feijoo, B., and Sádaba, C. (2024). ‘Influencers are just mannequins’: Decoding teenagers’ perception about advertising content creators. European Journal of Communication, 40(1), 3-22. https://doi.org/10.1177/02673231241272021
We Are Social and Meltwater. (2023). Digital 2023: Peru. https://datareportal.com/reports/digital-2023-peru
Wold Health Organization (WHO). (2022). European Regional Obesity Report 2022. https://www.who.int/europe/publications/i/item/9789289057738
Zagzebski, L. (2015). I-Admiration and the Admirable. Aristotelian Society Supplementary Volume, 89(1), 205-221. https://doi.org/10.1111/j.1467-8349.2015.00250.x
Zaki, K., Alhomaid, A., and Shared, H. (2025). Leveraging Machine Learning to Analyze Influencer Credibility’s Impact on Brand Admiration and Consumer Purchase Intent in Social Media Marketing. Human Behavior and Emerging Technologies, 9959697. https://doi.org/10.1155/hbe2/9959697
Zozaya Durazo, L. D., Feijoo Fernández, B., and Sádaba Chalezquer, C. (2022). Analysis of the ability of minors in Spain to recognize commercial content published by influencers. Revista de Comunicación, 21(2), 307-319. https://doi.org/10.26441/RC21.2-2022-A15
Zozaya-Durazo, L., Feijoo, B., and Sádaba-Chalezquer, C. (2023a). Social Media Influencers Defined by Adolescents. KOME - An International of Pure Communication Inquiry, 11(2), 68-90. https://doi.org/10.17646/kome.of.4
Zozaya-Durazo, L., Feijoo Fernández, B., and Chalezquer, C. S. (2023b). The role that influencers play in consumption decisions made by Spanish minors. Doxa Comunicación, 2023(36), 401-413. https://doi.org/10.31921/doxacom.n36a1685
Descargas
Publicado
Número
Sección
Licencia
Esta obra está bajo una licencia http://creativecommons.org/licenses/by-nc-sa/4.0/
