Credibilidad del influencer e intención de compra en entornos digitales: Una revisión sistemática de plataformas, tipologías de influencers y factores contextuales
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El crecimiento acelerado del marketing de influencers en entornos digitales ha generado un interés creciente por comprender cómo la credibilidad percibida influye en la intención de compra del consumidor, especialmente en un contexto caracterizado por la diversificación de plataformas y la heterogeneidad de audiencias. En este marco, el presente estudio tuvo como objetivo identificar y clasificar las plataformas digitales y los tipos de influencers analizados en la literatura científica, evaluando las diferencias contextuales en los resultados reportados sobre la relación entre credibilidad percibida e intención de compra. Para ello, se desarrolló un artículo de revisión sistemática bajo el protocolo PRISMA, basado en la recopilación y análisis de estudios indexados en Scopus publicados entre 2021 y 2026. Los resultados evidenciaron la predominancia de plataformas como Instagram, así como la creciente relevancia de TikTok y entornos de comercio en vivo, donde la interactividad fortalece los procesos de influencia. Asimismo, se identificó una transición desde modelos centrados en atributos individuales del influencer hacia enfoques que priorizan la autenticidad, el contenido y la relación con la audiencia. En conclusión, la credibilidad del influencer opera como un constructo multidimensional cuya influencia en la intención de compra depende de factores contextuales, cognitivos y sociales, lo que implica la necesidad de replantear los modelos tradicionales del influencer marketing
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