“Siguió, compró... ¿pero volvería a comprar?” El papel de los influenciadores digitales en la decisión de compra de seguidores-compradores
DOI:
https://doi.org/10.36517/contextus.2026.96012Palabras clave:
influencer digital; confianza; experiencia; relación parasocial; (re)compra.Resumen
Contextualización: Durante la pandemia de COVID-19, Instagram se consolidó como una plataforma de entretenimiento y un canal de influencia en las decisiones de compra. Los instagramers contribuyeron a configurar hábitos de consumo, especialmente ante el aumento de las compras en línea durante el aislamiento social.
Objetivo: Investigar cómo las características percibidas de los influencers digitales (confianza, experiencia y relación parasocial) se asocian con las intenciones de compra y recompra de sus seguidores.
Método: Estudio descriptivo de enfoque cuantitativo, basado en una encuesta a 400 participantes. El cuestionario, adaptado de un estudio previo y validado para el contexto brasileño, evaluó tres características percibidas de los influencers: confianza, experiencia y relación parasocial. Los datos se analizaron mediante estadística descriptiva, análisis factorial confirmatorio (AFC), ANOVA y prueba de Tukey.
Resultados: Los seguidores que habían comprado productos recomendados por instagramers les atribuyeron niveles elevados de confianza, experiencia y relación parasocial. Sin embargo, una proporción considerable manifestó indecisión respecto de volver a comprar por recomendación del mismo influencer, posiblemente debido a insatisfacción con el producto, el servicio o la experiencia de consumo. Quienes tenían intención de recompra presentaron percepciones significativamente más favorables de esas características que los indecisos y quienes no volverían a comprar.
Conclusiones: El estudio amplía el conocimiento sobre comportamiento del consumidor y marketing de influencia. En el plano teórico, refuerza la importancia de las características percibidas de los influencers para establecer relaciones y orientar decisiones de compra. En el metodológico, aporta un instrumento adaptado y validado para el contexto brasileño de Instagram. En el gerencial, destaca la necesidad de cultivar relaciones auténticas y confiables para promover una mayor interacción, fortalecer vínculos con los seguidores y estimular la recompra. En el social, muestra la influencia de las redes sociales en los hábitos de consumo.
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