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

Autores

Arantxa Vizcaíno-Verdú Autor Universidad Internacional De La Rioja https://orcid.org/0000-0001-9399-2077
Beatriz Feijoo Autor Universidad Villanueva https://orcid.org/0000-0001-5287-3813

DOI:

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

Palavras-chave:

Vínculos parassociais, marketing de influência, publicidade digital, adolescência, alfabetização publicitária, influencer

Resumo

Neste estudo, analisa-se de que forma a alfabetização publicitária influencia a relação entre os vínculos parassociais e a receptividade adolescente ao marketing de influencers. Com base numa abordagem quantitativa e na aplicação de um questionário a 1.055 adolescentes espanhóis, com idades entre 12 e 17 anos, os resultados indicam que uma conexão emocional mais sólida com os influenciadores está associada a um aumento na aceitação das suas publicações patrocinadas. No entanto, a alfabetização publicitária atenua parcialmente essa suscetibilidade, evidenciando a necessidade de implementar estratégias educativas e regulatórias abrangentes. Além disso, na análise, revela-se que os vínculos parassociais podem intensificar a receptividade juvenil à publicidade híbrida. Em decorrência disso, propõe-se fortalecer os programas de alfabetização publicitária e estabelecer marcos que transcendam a simples sinalização de conteúdo patrocinado, com o objetivo de mitigar o impacto dessas relações.

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