Candela Montero Río

A publicidade encuberta nas redes sociais da man dos líderes de opinión ou influencers

Introduction

A publicidade encuberta nas redes sociais da man dos líderes de opinión ou influencers. Descobre como a publicidade encuberta se manifesta nas redes sociais através dos influencers. Analisamos o seu papel e o respecto pola autenticidade publicitaria.

Abstract

No presente documento lévase a cabo unha análise da figura dos influencers, a súa labor nas redes sociais e de que xeito se introduce a publicidade a través destes medios. Partindo desta base, examínase a publicidade encuberta en xeral, e mediante os líderes de opinión en redes en particular, da man do respecto ao principio da autenticidade publicitaria.

Review

This paper addresses a highly pertinent and contemporary issue: the phenomenon of covert or disguised advertising mediated by social media influencers. The study proposes an analysis of the figure of influencers, their methods of content dissemination across social networks, and critically, how advertising is subtly integrated into their online presence. This scope positions the research directly at the intersection of digital marketing, media studies, and consumer ethics, making it highly relevant for understanding current advertising practices and their societal implications. A key strength evident from the abstract is the explicit intention to examine "undercover advertising" both in general terms and specifically within the influencer ecosystem. The paper highlights a crucial dimension by linking this practice to the "principle of advertising authenticity." This suggests a strong analytical framework that moves beyond mere description to a critical evaluation of ethical and potentially regulatory implications. Such an approach promises valuable insights into the transparency (or lack thereof) in influencer marketing, which is a major concern for consumers, regulators, and brands alike, especially given the erosion of trust that can result from non-disclosure. To further strengthen its contribution, the paper would ideally delve into specific case studies or typologies of covert advertising strategies employed by influencers, perhaps across different platforms or industries. Exploring the current regulatory frameworks, or the absence thereof, in relevant jurisdictions regarding disclosure would also significantly enhance the analysis of advertising authenticity. Overall, this paper is poised to offer a timely and critical examination of a pervasive and often debated aspect of digital communication, providing essential insights for researchers, practitioners, and policymakers navigating the complex landscape of influencer marketing and ethical advertising.

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