El influencer desde la perspectiva de las relaciones públicas y su relevancia en el sector ecuestre

Júlia Alabart-Algueró; Joan Cuenca-Fontbona; Óscar Gutiérrez-Aragón

doi:10.5294/pacla.2025.28.s1.8

Autores/as

Júlia Alabart-Algueró Autor/a Universitat Ramon Llull https://orcid.org/0000-0001-8694-3306
Joan Cuenca-Fontbona Autor/a Universitat Ramon Llull https://orcid.org/0000-0001-5807-9442
Óscar Gutiérrez-Aragón Autor/a University of Girona https://orcid.org/0000-0002-4417-6310

DOI:

https://doi.org/10.5294/pacla.2025.28.s1.8

Palabras clave:

Influencer, redes sociales, relaciones públicas, sector ecuestre, hípica

Resumen

Los influencers se han establecido como figuras cruciales en el panorama actual de las relaciones públicas, dada su capacidad para conectarse genuinamente con audiencias específicas, hecho que permite a las marcas y organizaciones potenciar su mensaje y fortalecer su imagen pública. A través de un extenso análisis cualitativo desarrollado a través de entrevistas semiestructuradas, este estudio pretende aportar una visión desde los diferentes stakeholders del sector sobre la situación actual y potencial de los influencers. Este estudio pone de manifiesto la importancia creciente de las relaciones públicas en el ámbito deportivo, y, particularmente, en la equitación, un sector emergente en el empleo de influencers, pues permiten amplificar y fortalecer la conexión con el público objetivo, y así mejorar la imagen pública de las diferentes entidades que intervienen en el sector.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Aced, C. (2013). Relaciones públicas 2.0: Cómo gestionar la comunicación corporativa en el entorno digital. UOC. https://doi.org/10.7238/c.n21.1327

Alabart-Algueró, J., Gutiérrez-Aragón, Ó. y Gassiot-Melian, A. (2021). Informe sobre la utilidad del empleo de influencers y redes sociales en el ámbito ecuestre en función de la estructura de la actividad económica relacionada con el caballo en España: Tendencias actuales, fomento y aprovechamiento potencial. Escuela Universitaria Mediterrani. https://doi.org/10.13140/RG.2.2.15062.16960

Archer, C. (2019). Social media influencers, post-feminism and neoliberalism: How mum bloggers’ “playbour” is reshaping public relations. Public Relations Inquiry, 8(2), 149-166. https://doi.org/10.1177/2046147X19846530

Arvidsson, A., Caliandro, A., Airoldi, M. y Barina, S. (2016). Crowds and value: Italian directioners on Twitter. Information, Communication & Society, 19(7), 921-939. https://doi.org/10.1080/1369118X.2015.1064462

Backaler, J. (2018). Know the risks: The dark side of influencer collaboration. En J. Backaler (ed.), Digital Influence: Unleash the power of influencer marketing to accelerate your global business (pp. 137-154). Palgrave Macmillan. https://doi.org/10.1007/978-3-319-78396-3

Bakker, D. (2018). Conceptualising influencer marketing. Journal of Emerging Trends in Marketing and Management, 1(1), 79-87. https://www.etimm.ase.ro/RePEc/aes/jetimm/2018/ETIMM_V01_2018_57.pdf

Belanche, D., Casaló, L. V., Flavián, M. y Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067

Berryman, R. y Kavka, M. (2017). ‘I guess a lot of people see me as a big sister or a friend’: The role of intimacy in the celebrification of beauty vloggers. Journal of Gender Studies, 26(3), 307-320. https://doi.org/10.1080/09589236.2017.1288611

Borchers, N. S. y Enke, N. (2021). Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines. Public Relations Review, 47(3), 102041. https://doi.org/10.1016/j.pubrev.2021.102041

Borchers, N. S. y Enke, N. (2022). “I’ve never seen a client say: Tell the influencer not to label this as sponsored”. An exploration into influencer industry ethics. Public Relations Review, 48(5), 102235. https://doi.org/10.1016/j.pubrev.2022.102235

Bourne, C. (2019). The public relations profession as discursive boundary work. Public Relations Review, 45(5), 101789. https://doi.org/10.1016/j.pubrev.2019.05.010

Broms, L., Bentzen, M., Radmann, A. C. y Hedenborg, S. (2021). Stable cultures in cyberspace: A study about equestrians’ use of social media as knowledge platforms. Scandinavian Sport Studies Forum, 11, 33-58. https://nih.brage.unit.no/nih-xmlui/bitstream/handle/11250/2757663/Bentzen%2bScandSportStudForum%2b2021.pdf?sequence=1&isAllowed=y

Broms, L., Boije-af-Gennäs, K., Radmann, A. y Hedenborg, S. (2022). Accessibility, agency, and trust: A study about equestrians’ (online) learning repertoires. Frontiers in Sports and Active Living, 4, 863014. https://doi.org/10.3389/fspor.2022.863014

Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M. y Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184, 121997. https://doi.org/10.1016/j.techfore.2022.121997

Campbell, C. y Farrell J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003

Castelló-Martínez, A. y Del-Pino-Romero, C. (2015). Prescriptores, marcas y tuits: El marketing de influencia. aDResearch ESIC: Revista Internacional de Investigación en Comunicación, 12, 86-106. https://doi.org/10.7263/adresic-012-05

Charlton, A. B. y Cornwell, T. B. (2019). Authenticity in horizontal marketing partnerships: A better measure of brand compatibility. Journal of Business Research, 100, 279-298. https://doi.org/10.1016/j.jbusres.2019.03.054

Cuenca-Fontbona, J., Compte-Pujol, M. y Zeler, I. (2022). La estrategia aplicada a las relaciones públicas en el medio digital: El caso español. Revista Latina de Comunicación Social, 80, 163-182. https://www.doi.org/10.4185/RLCS-2022-1537

Dashper, K. (2012). Together, yet still not equal? Sex integration in equestrian sport. Asia-Pacific Journal of Health, Sport and Physical Education, 3(3), 213-225. https://doi.org/10.1080/18377122.2012.721727

Davies, C. y Hobbs, M. (2020). Irresistible possibilities: Examining the uses and consequences of social media influencers for contemporary public relations. Public Relations Review, 46(5), 101983. https://doi.org/10.1016/j.pubrev.2020.101983

Delbaere, M., Michael, B. y Phillips, B. J. (2021). Social media influencers: A route to brand engagement for their followers. Psychology & Marketing, 38(1), 101-112. https://doi.org/10.1002/mar.21419

Delisle, M. P. y Parmentier, M. A. (2016). Navigating person-branding in the fashion blogosphere. Journal of Global Fashion Marketing, 7(3), 211-224. https://doi.org/10.1080/20932685.2016.1167619

Díaz-Iglesias, L. J. (2017). Soy marca: Quiero trabajar con influencers. Profit.

Djafarova, E. y Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009

Douglas, J., Owers, R. y Campbell, M. L. (2022). Social licence to operate: What can equestrian sports learn from other industries? Animals, 12(15), 1987. https://doi.org/10.3390/ani12151987

Enke, N. y Borchers, N. S. (2018). Ergebnisbericht: Management strategischer Influencer-Kommunikation. Universität Leipzig. https://www.uni-leipzig.de/fileadmin/user_upload/Studie_Managment_Influencer-Kommunikation.pdf

Enke, N. y Borchers, N. S. (2019). Social media influencers in strategic communication: A conceptual framework for strategic social media influencer communication. International Journal of Strategic Communication, 13(4), 261-277. https://doi.org/10.1080/1553118X.2019.1620234

Fédération Équestre Internationale. (2023). Rankings and Standings. https://data.fei.org/Ranking/List.aspx

Fédération Équestre Internationale. (2024). Gender Equality & Inclusion. https://inside.fei.org/fei/about-fei/dei/gender-equality-inclusion

Freberg, K., Graham, K., McGaughey, K. y Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92. https://doi.org/10.1016/j.pubrev.2010.11.001

Freeman, R. E. (2010). Strategic management: A stakeholder approach. Cambridge University Press. https://doi.org/10.1017/CBO9781139192675

Gallagher, S. (2021). How influencer relations works. Journal of Professional Communication, 6(2), 37-61. https://mulpress.mcmaster.ca/jpc/article/view/4514

Gesualdi, M. (2019). Revisiting the relationship between public relations and marketing: Encroachment and social media. Public Relations Review, 45(2), 372-382. https://doi.org/10.1016/j.pubrev.2018.12.002

Gower, K. K. (2017). Legal and ethical considerations for public relations. Waveland Press.

Gross, J. y Wangenheim, F. V. (2018). The Big four of influencer marketing. a typology of influencers. Marketing Review St. Gallen, 2, 30-38. https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID3230687_code3091506.pdf?abstractid=3230687&mirid=1

Gutiérrez-Aragón, Ó., Gassiot-Melian, A. y Alabart-Algueró, J. (2021). Uso, aceptación y repercusión de las redes sociales y los influencers en el sector ecuestre. Doxa Comunicación, 32, 115-142. https://doi.org/10.31921/doxacom.n32a6

Gutiérrez-Aragón, Ó., Fondevila-Gascón, J. F. y Gracia-Conde, A. (2023). El patrocinio como factor condicionante en el desarrollo de las carreras de los deportistas de élite españoles: Desigualdades por género y tipo de deporte. Obra Digital, 24, 13-30. https://doi.org/10.25029/od.2023.371.23

Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J. y Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. https://doi.org/10.1177/0008125620958166

Hanousek, K., Salavati, M. y Dunkel, B. (2020). The impact of horse age, sex, and number of riders on horse performance in British eventing horse trials. Journal of Equine Veterinary Science, 94, 103250. https://doi.org/10.1016/j.jevs.2020.103250

Hardy, J., Powell, H. y MacRury, I. (2018). The advertising handbook. Routledge. https://doi.org/10.4324/9781315558646

Harff, D. y Schmuck, D. (2024). Who relies on social media influencers for political information? A cross-country study among youth. The International Journal of Press/Politics. https://doi.org/10.1177/19401612241234898.

Hedenborg, S. (2018). Gender and sports within the equine sector: A comparative perspective. En A. Hoffmann, G. R. Gems y M. Smith (eds.), Global perspectives on sport and physical cultures (pp. 50-63). Routledge. https://doi.org/10.4324/9781315545134

Himelboim, I. y Golan, G. J. (2019). A social networks approach to viral advertising: The role of primary, contextual, and low influencers. Social Media + Society, 5(3), 1-13. https://doi.org/10.1177/2056305119847516

Hijós, N. (2018). Influencers, mujeres y running: Algunas consideraciones para entender los nuevos consumos deportivos y los estilos de vida saludable. Lúdica Pedagógica, 27(1), 45-58. https://doi.org/10.17227/ludica.num27-9442

Hogg, R. C. y Hodgins, G. A. (2021). Symbiosis or sporting tool? Competitions and the horse-rider relationship in elite equestrian sports. Animals, 11(5), 1352. https://doi.org/10.3390/ani11051352

Honea, J. C. (2013). Beyond the alternative vs. Mainstream dichotomy: Olympic BMX and the future of action sports. Journal of Popular Culture, 46(6), 1253-1275. https://doi.org/10.1111/jpcu.12087

Hudders, L., De-Jans, S. y De-Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. En N. S. Borchers (ed.), Social media influencers in strategic communication (pp. 24-67). Routledge. https://doi.org/10.1080/02650487.2020.1836925

Hughes, C., Swaminathan, V. y Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96. https://doi.org/10.1177/0022242919854374

Hutchins, A. L. y Tindall, N. T. J. (2021). Public relations and online engagement: Audiences, fandom and influencers. Routledge. https://doi.org/10.4324/9780429327094

Iungano, H. M., Lancaster B. E. y Wolframm, I. (2019). Relationship between performance strategies, resilience qualities, riding experience and competitive performance of show jumping riders. Comparative Exercise Physiology, 15(1), 69-76. https://doi.org/10.3920/CEP180019

Jahnke, M. (2018). Ist influencer-marketing wirklich neu? En M. Jahnke (ed.). Für Unternehmen und Influencer: Strategien, Plattformen, Instrumente, rechtlicher Rahmen. Mit vielen Beispielen (pp. 1-13). Springer. https://doi.org/10.1007/978-3-658-20854-7_1

Jin, S. V., Muqaddam, A. y Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579. https://doi.org/10.1108/MIP-09-2018-0375

Kim, E., Duffy, M. y Thorson, E. (2021). Under the influence: Social media influencers’ impact on response to corporate reputation advertising. Journal of Advertising, 50(2), 119-138. https://doi.org/10.1080/00913367.2020.1868026

Lindlof, T. R. y Taylor, B. C. (2019). Qualitative communication research methods (4.ª ed.). Sage.

Lee, J. A., Sudarshan, S., Sussman, K. L., Bright, L. F. y Eastin, M. S. (2021). Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism. International Journal of Advertising, 41(1), 78-100. https://doi.org/10.1080/02650487.2021.1964226

Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z. y Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of Marketing, 86(6), 93-115. https://doi.org/10.1177/00222429221102889

Lommatzsch, T. (2018). Begriffsklärung: Influencer marketing vs. influencer relations. En A. Schach y T. Lommatzsch (eds.), Influencer Relations: Marketing und PR mit digitalen Meinungsführern (pp. 23-26). Springer. https://doi.org/10.1007/978-3-658-21188-2_2

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

Lou, C. y Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501

MacAloon, J. J. (2023). Olympic Games and the theory of spectacle in modern societies. En V. Girginov (ed.), The Olympics (pp. 80-107). Rouletdge. https://doi.org/10.4324/9781003416746

Macnamara, J. (2018). A review of new evaluation models for strategic communication: Progress and gaps. International Journal of Strategic Communication, 12(2), 180-195. https://doi.org/10.1080/1553118X.2018.1428978

Macnamara, J. y Gregory, A. (2018). Expanding evaluation to progress strategic communication: Beyond message tracking to open listening. International Journal of Strategic Communication, 12(4), 469-486. https://doi.org/10.1080/1553118X.2018.1450255

Martínez-López, F. J., Anaya-Sánchez, R., Esteban-Millat, I., Torrez-Meruvia, H., D’Alessandro, S. y Miles, M. (2020). Influencer marketing: Brand control, commercial orientation and post credibility. Journal of Marketing Management, 36(17-18), 1805-1831. https://doi.org/10.1080/0267257X.2020.1806906

Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1), 137-160. https://doi.org/10.1215/08992363-2798379

McMullan, K., Laurell, C. y Pitt, L. (2022). Managing the tensions in marketer-influencer relationships. Business Horizons, 65(5), 559-566. https://doi.org/10.1016/j.bushor.2021.09.003

Mitchell, M. (2021). Free ad (vice): Internet influencers and disclosure regulation. The RAND Journal of Economics, 52(1), 3-21. https://doi.org/10.1111/1756-2171.12359

Nuseir, M. T. (2020). The effects of sponsorship on the promotion of sports events. International Journal of Business Innovation and Research, 22(2), 191-207. https://doi.org/10.1504/IJBIR.2020.107838

Ouvrein, G., Pabian, S., Giles, D., Hudders, L. y De-Backer, C. (2021). The web of influencers: A marketing-audience classification of (potential) social media influencers. Journal of Marketing Management, 37(13-14), 1313-1342. https://doi.org/10.1080/0267257X.2021.1912142

Paraventi, Á. E. F. C. y De-Farias, L. A. (2023). Public relations and influencers: Dependence, spontaneity simulation and the Conar Advertising Guide. Intercom: Revista Brasileira de Ciências da Comunicação, 46, e2023141. https://doi.org/10.1590/1809-58442023141en

Park, J., Lee, J. M., Xiong, V. Y., Septianto, F. y Seo, Y. (2021). David and Goliath: When and why micro-influencers are more persuasive than mega-influencers. Journal of Advertising, 50(5), 584-602. https://doi.org/10.1080/00913367.2021.1980470

Oktadinata, A. y Putra, W. R. (2024). Growing confidence in sports through social media influencers. International Sport Edelweiss Journal, 1(01), 33-40. https://doi.org/10.69543/e53dd780

Radmann, A., Hedenborg, S. y Broms, L. (2021). Social media influencers in equestrian sport. Frontiers in Sports and Active Living, 3, 669026. https://doi.org/10.3389/fspor.2021.669026

Raun, T. (2018). Capitalizing intimacy: New subcultural forms of micro-celebrity strategies and affective labour on YouTube. Convergence, 24(1), 99-113. https://doi.org/10.1177/1354856517736983

Real Federación de Hípica Española. (2018, 25 de abril). Retos del sector equino en España. https://www.mapa.gob.es/es/ganaderia/temas/zootecnia/3feaccjornada-sector-equinojuantirado_tcm30-448032.pdf

Real Federación Hípica Española. (2022). II estudio del impacto del sector ecuestre en España. https://estudioecuestre.rfhe.com/wp-content/uploads/2022/03/II-Estudio-Impacto-Economico-Sector-Ecuestre-Espana-30-03-2022-comp.pdf

Reed, S. A. (2022). Horses as athletes: The road to success. Animal Frontiers, 12(3), 3-4. https://doi.org/10.1093/af/vfac024

Reinikainen, H., Munnukka, J., Maity, D. y 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

Ruiz-Gómez, A. (2019). Digital Fame and Fortune in the age of social media: A classification of social media influencers. aDResearch: Revista Internacional de Investigación en Comunicación, 19, 8-29. https://doi.org/10.7263/adresic-019-01

Rundin, K. y Colliander, J. (2021). Multifaceted influencers: Toward a new typology for influencer roles in advertising. Journal of Advertising, 50(5), 548-564. https://doi.org/10.1080/00913367.2021.1980471

Schach, A. (2018). Von two-step-flow bis influencer relations: Die entwicklung der kommunikation mit meinungsführern. En A. Schach y T. Lommatzsch (eds.), Influencer Relations: Marketing und PR mit digitalen meinungsführern (pp. 3-21). Springer. https://doi.org/10.1007/978-3-658-21188-2_1

Sedky, D., Kortam, W. y AbouAish, E. (2020). The role of sports marketing in attracting audiences towards less popular sports. Journal of Humanities and Applied Social Sciences, 4(2), 113-131. https://doi.org/10.1108/JHASS-04-2020-0059

Sicilia, M. y López, M. (2023). What do we know about influencers on social media? Toward a new conceptualization and classification of influencers. En C. L. Wang (ed.), The Palgrave handbook of interactive marketing (pp. 593-622). Springer. https://doi.org/10.1007/978-3-031-14961-0

Smith, B. G., Golan, G. y Freberg, K. (2023). Influencer relations: Establishing the concept and process for public relations. Public Relations Review, 49(2), 102305. https://doi.org/10.1016/j.pubrev.2023.102305

Sumandiyar, A., Smith, J. C. M., Syahr, Z. H. A., Husain, M. N. y Suharyanto, A. (2023). Influencer relations: The new paradigm of public relations. Jurnal Studi Komunikasi, 7(2), 401-416. https://doi.org/10.25139/jsk.v7i2.6688

Theaker, A. (2012). The public relations handbook (4th Edition). Routledge. https://doi.org/10.4324/9780203804827

Tiger-Onsen, L., Ravella, C. K., Wiesen, B. M., Hutchinson, M. R. y Hart, M. V. (2021). Equestrian (dressage, eventing, jumping). En S. Rocha-Piedade, P. Neyret, J. Espregueira-Mendes, M. Cohen y M. R. Hutchinson (eds.), Specific sports-related injuries (pp. 261-271). Springer. https://doi.org/10.1007/978-3-030-66321-6_18

Tirado, J. (2018, 25 de abril). Retos del sector equino en España. https://www.mapa.gob.es/es/ganaderia/temas/zootecnia/6laformacion_jornada-sector-equinojuandeheredia_tcm30-448035.pdf

Vangelov, N. (2019). Efficient Communication through influencer marketing. Styles of Communication, 11(1), 72-83. https://drive.google.com/file/d/1xs-hjgE0dECo_DwnRgVoz-vmix2fR2el/view

Vizcaíno-Verdú, A., Aguaded, I. y Ortega-Tudela, J.M. (2023). “No moral integrity”: Influencer sharenting and parental protective perception. Anàlisi, 69, 11-31. https://doi.org/10.5565/rev/analisi.3611

Yadav, J., Misra, M., Rana, N. P. y Singh, K. (2022). Exploring the synergy between nano-influencers and sports community: Behavior mapping through machine learning. Information Technology & People, 35(7), 1829-1854. https://doi.org/10.1108/ITP-03-2021-0219

Ye, G., Hudders, L., De-Jans, S. y De-Veirman, M. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), 160-178. https://doi.org/10.1080/00913367.2020.1857888

Young, D. (2023). From Olympia 776 BC to Athens 2004: The origin and authenticity of the modern Olympic Games. En V. Girginov (ed.), The Olympics: A critical reader (pp. 94-104). Rouletdge. https://doi.org/10.4324/9781003416746

Zerfass, A., Verčič, D., Nothhaft, H. y Werder, K.P. (2020). Strategic communication: Defining the field and its contribution to research and practice. En H. Nothhaft, K. Page Werder, D. Verčič y A. Zerfass (ed.), Future directions of strategic communication (pp. 159-177). Routledge. https://doi.org/10.4324/9780429295638