Desvelar vínculos parasociales: la mediación de la alfabetización publicitaria en la receptividad adolescente ante el marketing de influencers

Arantxa Vizcaíno-Verdú; Beatriz Feijoo

doi:10.5294/pacla.2025.28.2.7

Authors

Arantxa Vizcaíno-Verdú Author International University of La Rioja https://orcid.org/0000-0001-9399-2077
Beatriz Feijoo Author Villanueva University https://orcid.org/0000-0001-5287-3813

DOI:

https://doi.org/10.5294/pacla.2025.28.2.7

Keywords:

Parasocial relationships, influencer marketing, digital advertising, adolescence, advertising literacy, influencer

Abstract

This study examines how advertising literacy influences the relationship between parasocial bonds and adolescents’ receptivity to influencer marketing. Using a quantitative approach and a questionnaire administered to 1,055 Spanish adolescents aged 12 to 17, the findings indicate that a stronger emotional connection with influencers correlates with a rise in acceptance of their sponsored posts. However, advertising literacy partially reduces this susceptibility, indicating the need for comprehensive educational and regulatory measures. The analysis also reveals that parasocial bonds can heighten adolescents’ receptivity to hybrid advertising. Thus, these results underscore the importance of reinforcing advertising literacy programs and establishing frameworks that move beyond merely labeling sponsored content are proposed to mitigate the impact of these relationships.

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