Influencers virtuales: percepción, ética e intención de compra
DOI
https://doi.org/10.25267/Rev_estud_socioeducativos.2026.i14.18Información
Autores/as
- Igor Scognamiglio (IT) https://orcid.org/0000-0001-6880-6949
- Angela Accardo (IT) Università degli Studi di Napoli “Suor Orsola Benincasa”
Resumen
Este estudio analiza las percepciones generacionales hacia los influencers virtuales y su impacto en la intención de compra. Mediante una metodología cualitativa y cuantitativa, se examinan las reacciones de nativos e inmigrantes digitales ante estas entidades. Los resultados revelan una polarización marcada: mientras los jóvenes valoran la estética CGI, los mayores muestran rechazo por el efecto del “Valle Inquietante” (Uncanny Valley). La investigación concluye que la falta de vulnerabilidad biológica limita la confianza profunda, sugiriendo que el futuro de la influencia digital reside en una coexistencia híbrida y ética, donde la perfección algorítmica se integre con la autenticidad humana para generar credibilidad.
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