El papel de los influencers en el live streaming commerce dentro del metaverso
Abstract
El metaverso promete ser el próximo espacio de interacción virtual, para intercambios económicos y socialización en tiempo real. Este entorno, surgido en 1992 y popularizado en 2021, representa para las empresas una oportunidad de negocio, creando canales directos con los consumidores (B2C), y permitiendo monitorear sus intenciones de compra. Este artículo tiene como objetivo explorar el papel de los influencers en la mercadotecnia del live streaming commerce dentro del metaverso. Se realizó una investigación teórica, de carácter cualitativo, basada en la técnica documental y el Modelo de Aceptación Tecnológica con actitud en relación con las categorías de análisis. Aunque existe una amplia investigación sobre los influencers, su participación en el metaverso es limitada, destacando solo aquellos pertenecientes a una estrategia digital. En conclusión, al relacionar el live streaming commerce con el metaverso, se identifica como una estrategia de venta y mercadotecnia con experiencia inmersiva. Debido a que el metaverso continúa en desarrollo, la participación de influencers en el shoppertainment es crucial para atraer al público y motivar la confianza en la marca pese a las limitantes tecnológicas. Futuros estudios deberán explorar las interacciones de los influencers en el metaverso para identificar los riesgos en estrategias de mercadotecnia inmersivas.
The metaverse promises to be the next space for virtual interaction, economic exchanges, and socialization in real-time. This environment, which emerged in 1992 and became popular in 2021, is seen as a business opportunity for companies, creating direct channels with consumers (B2C) and monitoring their purchase intentions. This paper aims to explore the role of influencers in the marketing of live-streaming commerce within the metaverse. Theoretical, qualitative research was conducted based on the documentary technique and the Technology Acceptance Model with attitude in relation to the categories of analysis. Although there is extensive research on influencers, their participation in the metaverse is limited, highlighting only those belonging to a digital strategy. In conclusion, live-streaming commerce linked to the metaverse is seen as a sales and marketing strategy that provides an immersive experience. Since the metaverse is still developing, the participation of influencers in shoppertainment is crucial to engage the public and motivate brand trust despite technological limitations. Future studies should explore influencer interactions in the metaverse to identify risks in immersive marketing strategies.
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