Diseño y validación de un instrumento para medir la credibilidad de influencers en jóvenes universitarios
Design and validation of an instrument to measure the credibility of influencers among university youthContenido principal del artículo
El estudio tuvo como objetivo diseñar y validar un instrumento para medir la credibilidad de los influencers en jóvenes universitarios peruanos de la región Huánuco, considerando la naturaleza multidimensional del constructo. La investigación se desarrolló bajo un enfoque cuantitativo, con un diseño instrumental, aplicando el cuestionario a una muestra de estudiantes universitarios. El análisis psicométrico incluyó la evaluación de validez de contenido, validez de constructo mediante análisis factorial y estimación de fiabilidad. Los resultados confirmaron una estructura compuesta por tres dimensiones como la experiencia, la confiabilidad y el atractivo, todas con adecuados índices de ajuste y consistencia interna. El instrumento mostró ser válido y fiable para evaluar credibilidad percibida en contextos de comunicación digital. Se concluye que la herramienta constituye un aporte relevante para investigaciones sobre marketing de influencia y para comprender cómo los jóvenes procesan los mensajes de los creadores de contenido.
The study aimed to design and validate an instrument to measure the credibility of influencers among young Peruvian university students in the Huánuco region, considering the multidimensional nature of the construct. The research was conducted using a quantitative approach, with an instrumental design, applying the questionnaire to a sample of university students. The psychometric analysis included the evaluation of content validity, construct validity through factor analysis, and reliability estimation. The results confirmed a structure composed of three dimensions: experience, reliability, and attractiveness, all with adequate fit indices and internal consistency. The instrument proved to be valid and reliable for assessing perceived credibility in digital communication contexts. It is concluded that the tool constitutes a relevant contribution to research on influence marketing and to understanding how young people process messages from content creators.
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Cómo citar
Referencias
Abdinagoro, S. B., y Bismo, A. (2024). The role of parasocial relationships and social media interaction in shaping relational quality: exploring the mediating effect of brand connection and the moderating power of influencers. Multidisciplinary Science Journal. https://doi.org/10.31893/multiscience.2025293
Barbu, C. M., y Negulescu, M. C. (2024). The Ethical and Unethical Background of Advertising Practice. Journal of Applied Economic Sciences, 19(1). https://doi.org/10.57017/jaes.v19.1(83).05
Chen, K., Lin, J., y Shan, Y. (2021). Influencer marketing in China: The roles of parasocial identification, consumer engagement, and inferences of manipulative intent. Journal of Consumer Behaviour, 20(6), 1436–1448. https://doi.org/10.1002/cb.1945
Cho, H., Cannon, J., Lopez, R., y Li, W. (2024). Social media literacy: A conceptual framework. New media y society, 26(2), 941-960. https://doi.org/10.1177/14614448211068530
Du, Y., Rui, J.R., y Yu, N. (2023). How parasocial relationship and influencer-product congruence shape audience’s attitude towards product placement in online videos: The mediation role of reactance. Psychology Research and Behavior Management, 16, 1315–1329. https://doi.org/10.2147/PRBM.S406558
Hair, J. F., Jr., Black, W. C., Babin, B. J., y Anderson, R. E. (2022). Multivariate data analysis (8th ed.). Cengage Learning. https://eli.johogo.com/Class/CCU/SEM/_Multivariate%20Data%20Analysis_Hair.pdf
Han, J., y Balabanis, G. (2023). Meta‐analysis of social media influencer impact: Key antecedents and theoretical foundations. Psychology and Marketing, 41(2), 394–426. https://doi.org/10.1002/mar.21927
He, W., y Jin, C. (2024). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. Electronic Commerce Research, 24(2), 1235-1265. https://doi.org/10.1007/s10660-022-09651-8
Hernández‐Sampieri, R., Fernández-Collado, C., y Baptista-Lucio, P. (2014). Metodología de la investigación (6.ª ed.). McGraw-Hill. https://www.esup.edu.pe/wp-content/uploads/2020/12/2.%20Hernandez,%20Fernandez%20y%20Baptista-metodolog%C3%ADa%20Investigacion%20Cientifica%206ta%20ed.pdf
Kothari, H., Choudhary, A., Jain, A., Singh, S., Prasad, K., y Vani, U. K. (2025). Impact of social media advertising on consumer behavior: role of credibility, perceived authenticity, and sustainability. Frontiers in Communication, 10, 1595796. https://doi.org/10.3389/fcomm.2025.1595796
Jansom, A., y Pongsakornrungsilp, S. (2021). How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing. Sustainability, 13(15), 8572. https://doi.org/10.3390/su13158572
Ju, I., Lee, H., y Sherrick, B. (2022). Consumer responses to covert marketing communications: A case of native advertising disclosure in news contexts. Journal of Promotion Management, 28(7), 1107–1128. https://doi.org/10.1080/10496491.2022.2054899
Mardia, K.V., Kent, J.T., y Taylor, CC (2024). Análisis multivariante. https://books.google.com.ec/books?hl=es&lr=&id=Mw0LEQAAQBAJ&oi=fnd&pg=PR17&dq=Mardia,+K.V.,+Kent,+J.T.,+y+Taylor,+CC+(2024).+An%C3%A1lisis+multivariante.&ots=QWDalGfbu-&sig=0KUFJR2KG6ygQmtOFrn8pzZXLl0#v=onepage&q&f=false
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Qing, W., Safeer, A. A., y Khan, M. S. (2024). Influence of social media communication on consumer purchase decisions: do luxury hotels value perceived brand authenticity, prestige, and familiarity?. Journal of Hospitality and Tourism Technology, 15(3), 465-478. https://doi.org/10.1108/JHTT-09-2023-0282
Swart, J. (2021). Tactics of news literacy: How young people access, evaluate, and engage with news on social media. New Media y Society, 25(3), 505–521. https://doi.org/10.1177/14614448211011447
Sweeney, E., Lawlor, M. A., y Brady, M. (2021). Teenagers’ moral advertising literacy in an influencer marketing context. International Journal of Advertising, 41(1), 54–77. https://doi.org/10.1080/02650487.2021.1964227
Tilleul, C. (2023). Young adults’ social network practices and the development of their media literacy competences: A quantitative study. Information, Communication y Society, 26(10), 2107-2125. https://doi.org/10.1080/1369118X.2022.2072751
Trisnawati, W., Malini, H., Pebrianti, W., Ramadania, R., y Heriyadi, H. (2025). Analyzing The Effect of Social Media Influencer on Purchase Intention Through Parasocial Relationships: The Moderation Role of Influencer-Product Congruency. ECo-Fin, 7(1), 96–109. https://doi.org/10.32877/ef.v7i1.1795
Yao, M. (2025). Covert marketing advertising law review paper. Advances in Economics, Management and Political Sciences, 161, 158–165. https://doi.org/10.54254/2754-1169/2025.20056
Zaki, K., Alhomaid, A., y Shared, H. (2025). Leveraging machine learning to analyze influencer credibility’s impact on brand admiration and consumer purchase intent in social media marketing. Human Behavior and Emerging Technologies. https://doi.org/10.1155/hbe2/9959697
Zniva, R., Weitzl, W. J., y Lindmoser, C. (2023). Be constantly different! How to manage influencer authenticity. Electronic Commerce Research, 23, 1485–1514. https://doi.org/10.1007/s10660-022-09653-6