Influencers en la industria de moda de lujo: una revisión sistemática (2020-2024)
DOI:
https://doi.org/10.15649/2346030X.5860Palabras clave:
comercio electrónico, confianza del consumidor, experiencia del cliente, influencers, marketing de influencers, moda de lujoResumen
En la industria de la moda de lujo el comercio electrónico ha convertido a los influencers en intermediarios decisivos. Los objetivos de la presente revisión fueron: (i) examinar cómo estos influyen en la toma de decisiones de compra de los consumidores, (ii) identificar los factores que limitan su interacción, (iii) describir los obstáculos para las marcas al lanzar productos y (iv) proponer estrategias que optimicen la experiencia del cliente. Se desarrolló una RSL bajo las guías PRISMA, la pregunta se estructuró con el esquema PICO, se buscaron estudios en Scopus, WoS y EBSCO; 50 artículos cumplieron los criterios de inclusión. La revisión revela que la influencia de los creadores de contenido sobre la compra de moda de lujo en comercio electrónico se sustenta en: la confianza que inspiran, el apego emocional que forjan y la congruencia percibida entre su identidad y la de la marca. Cuando estos elementos convergen y el mensaje circula como boca a boca electrónico (eWOM) acompañado de narrativas visuales envolventes, la intención de compra se intensifica de modo tangible. Se confirma a los influencers como intermediarios clave en la IML: credibilidad, autenticidad y alineación valor-marca impulsan confianza. Se concluye que la industria de la moda de lujo, el marketing de influencers se ha consolidado como un eje ineludible del marketing digital; sin embargo, su eficacia no radica en el tamaño de la audiencia, sino en la credibilidad del creador y la coherencia cultural del relato.
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